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
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
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.