E-mail isn’t a new technology any more, but you can do a lot of new things with e-mail marketing. E-mail can be delivered to mobile devices and can integrate nicely into a social media marketing strategy.

Still, the same challenges that existed in the past apply to the new world of e-mail marketing. Namely, communicating with consumers is easy, but getting them to pay attention isn’t. Every successful marketing strategy entails cutting through the clutter, and few places are more cluttered than the average consumer’s e-mail inbox.

E-mail marketing represents an opportunity to experience both the thrill of increased customer loyalty and steady repeat business as well as the agony of bounced e-mail, unsubscribe requests, and spam complaints. Whether you find thrill or agony in your e-mail marketing strategy depends on your ability to effectively deliver valuable and purposeful e-mails to prospects and customers who have a need for your information.

This book combines time-tested marketing strategies with consumer preferences and best practices to help you develop and deliver e-mails that your prospects and customers look forward to receiving. I explain how to apply basic business and marketing principles to your e-mail strategy, such as maximizing your revenue and coming up with meaningful objectives. I also explain how to use e-mail templates to design professional-looking marketing e-mails and how to come up with relevant e-mail content to put into your designs.