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Total E-Mail Marketing [Kindle Edition]

Dave Chaffey
3.0 von 5 Sternen  Alle Rezensionen anzeigen (1 Kundenrezension)

Kindle-Preis: EUR 19,14 Inkl. MwSt. und kostenloser drahtloser Lieferung über Amazon Whispernet

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Produktbeschreibungen

Kurzbeschreibung

Total E-Mail Marketing shows how to run effective e-mail campaigns aimed at both customer acquisition and retention. The book covers much more than simply guidelines on e-mail creative. It explains how to plan and execute e-mail campaigns which integrate with other online and offline communications.

The author draws on expertise and examples from leading European practitioners to detail practical tips to improve campaign results. Packed with case studies from UK companies and checklists to get you started or improve on past campaigns, the book covers the following topics:

* Planning effective, integrated e-mail campaigns
* How to rapidly build a quality house list
* Sourcing opt-in B2C and B2B lists
* Ethical and legal constraints
* Tools for managing inbound and outbound e-mail
* Designing HTML and text format e-mails for maximum response
* Writing engaging copy
* Key issues in planning e-newsletters
* Measuring and improving e-mail campaigns

Highly structured and designed for maximum accessibility, the book incorporates 'E-mail Marketing Insights' boxes which highlight critical factors for success; 'E-Mail Marketing Excellence' boxes giving real-world examples of best practice and 'Campaign Checklists' to help
you devise and check campaign plans.

A vital supplement to the author's book entitled eMarketing eXcellence, this e-mail marketing handbook is relevant to all marketers - whether they specialise in e-marketing or not - as it offers an integrated campaign perspective.

Dave Chaffey has written many articles and books on e-marketing and is a columnist for the What's New in Marketing E-newsletter. He has delivered E-marketing workshops for the Chartered Institute of Marketing since 1997. Dave is Managing Director of Marketing Insights Limited. The company specialises in devising e-marketing metrics programmes to support e-marketing strategy and execution. Clients include 3M, HSBC and NCH. He is also an examiner for the CIM E-Marketing award.

Synopsis

"Total E-Mail Marketing" shows how to run effective e-mail campaigns aimed at both customer acquisition and retention. The book covers much more than simply guidelines on e-mail creative. It explains how to plan and execute e-mail campaigns which integrate with other online and offline communications. The author draws on expertise and examples from leading European practitioners to detail practical tips to improve campaign results. Packed with case studies from UK companies and checklists to get you started or improve on past campaigns, the book covers the following topics: planning effective, integrated e-mail campaigns; how to rapidly build a quality house list; sourcing opt-in B2C and B2B lists; ethical and legal constraints; tools for managing inbound and outbound e-mail; designing HTML and text format e-mails for maximum response; writing engaging copy; key issues in planning e-newsletters; and, measuring and improving e-mail campaigns.

Highly structured and designed for maximum accessibility, the book incorporates 'E-mail Marketing Insights' boxes which highlight critical factors for success; 'E-Mail Marketing Excellence' boxes giving real-world examples of best practice and 'Campaign Checklists' to help you devise and check campaign plans. A vital supplement to the author's book entitled eMarketing eXcellence, this e-mail marketing handbook is relevant to all marketers - whether they specialise in e-marketing or not - as it offers an integrated campaign perspective. Dave Chaffey has written many articles and books on e-marketing and is a columnist for the What's New in Marketing E-newsletter. He has delivered E-marketing workshops for the Chartered Institute of Marketing since 1997. Dave is Managing Director of Marketing Insights Limited. The company specialises in devising e-marketing metrics programmes to support e-marketing strategy and execution. Clients include 3M, HSBC and NCH. He is also an examiner for the CIM E-Marketing award. This book offers an integrated campaign perspective, crucial for all marketers wanting to maximize the benefits of e-mail.

Its structured and accessible approach allows for easy appreciation and application of key points. It includes a range of views and examples of best practice for a rounded view of the pitfalls and the potential of e-mail marketing.


Produktinformation

  • Format: Kindle Edition
  • Dateigröße: 2580 KB
  • Seitenzahl der Print-Ausgabe: 248 Seiten
  • Gleichzeitige Verwendung von Geräten: Bis zu 4 Geräte gleichzeitig, je nach vom Verlag festgelegter Grenze
  • Verlag: Routledge (4. Mai 2012)
  • Verkauf durch: Amazon Media EU S.à r.l.
  • Sprache: Englisch
  • ASIN: B0081YW7OY
  • Text-to-Speech (Vorlesemodus): Aktiviert
  • X-Ray:
  • Durchschnittliche Kundenbewertung: 3.0 von 5 Sternen  Alle Rezensionen anzeigen (1 Kundenrezension)

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3.0 von 5 Sternen Good reference book 18. September 2007
Format:Taschenbuch
There isn't a single aspect to email marketing that is not being covered in 'Total E-Mail Marketing'. From list building to bounce handling, from legal constraints to result tracking, Dave Chaffey covers all the subjects you would expect to find in this book. Yet, is it an engaging read? Unfortunately, it is not.

There is no doubt that Dave Chaffey is an experienced online marketing professional. And he has made an honorable attempt to compress all there is to know about email marketing into the 248 pages of this book. So if you're looking for a reference book to quickly look up what you need to know about RSS or subject line creation, then this book is the right choice for you. However, if you're looking for an all-encompassing view on selling products or services via email, then 'Total E-Mail Marketing' will probably give you a hard time. Chaffey's style does not entice the reader to think about his subject matter. Instead he keeps piling up all the material he could get a hold of - test results, reports, studies, customer feedback - without providing any overarching philosophy or strategy to follow. If email marketing was as boring as reading through this book, I don't think anyone would volunteer to do it professionally.
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2 von 2 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen Good reference book 18. September 2007
Von Rene Classen - Veröffentlicht auf Amazon.com
Format:Taschenbuch
There isn't a single aspect to email marketing that is not being covered in 'Total E-Mail Marketing'. From list building to bounce handling, from legal constraints to result tracking, Dave Chaffey covers all the subjects you would expect to find in this book. Yet, is it an engaging read? Unfortunately, it is not.

There is no doubt that Dave Chaffey is an experienced online marketing professional. And he has made an honorable attempt to compress all there is to know about email marketing into the 248 pages of this book. So if you're looking for a reference book to quickly look up what you need to know about RSS or subject line creation, then this book is the right choice for you. However, if you're looking for an all-encompassing view on selling products or services via email, then 'Total E-Mail Marketing' will probably give you a hard time. Chaffey's style does not entice the reader to think about his subject matter. Instead he keeps piling up all the material he could get a hold of - test results, reports, studies, customer feedback - without providing any overarching philosophy or strategy to follow. If email marketing was as boring as reading through this book, I don't think anyone would volunteer to do it professionally.
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