| Effective e-mail marketing is not just about great creative. E-mail marketing is becoming an
essential, integral part of e-marketing and indeed marketing. So, in writing this book I wanted
to create a comprehensive guide that not only covers how to create great campaigns and creative,
but also describes a strategic approach to integrate e-mail into the communications mix. Total
E-mail Marketing covers:
. how to use e-mail to support all stages of the customer lifecycle of customer relationship
management (CRM): selection, acquisition, retention and extension
. using e-mail for a range of marketing applications: as a promotional tool, regular communications
tool (e-newsletters), conversion tool (multistage e-mail), referral tool (viral marketing),
research tool and customer support tool
. lists: building and maintaining house lists and selecting rented lists
. campaign design from strategy, through conversion modelling to creative and testing
. how to manage not only outbound e-mail, but also inbound e-mail
. resourcing e-mail, looking at the best options for outsourcing, and in-house management using
software packages
. integrated e-mail marketing with the web site, with direct mail, advertising, public relations and
word-of-mouth.
To illustrate the power of e-mail marketing I also wanted to draw on a range of examples and
experiences from different practitioners. So, in each chapter you will find detailed case studies for
business-to-consumer (B2C), business-to-business (B2B) and not-for-profit, and viewpoints from a
range of e-mail practitioners. To help you to improve your e-mail marketing I have also included a
series of checklists that can be used to plan future campaigns and highlighted key insights that are
factors for success. |
