Total E-mail Marketing, Second Edition
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Product Description
Product Description
E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the author's successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level. Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including:
* Planning effective, integrated e-mail campaigns and e-newsletters
* How to rapidly build a quality house list and select the best tools to manage it
* Ethical and legal constraints in a fast-moving sector
* Design and write HTML and text format e-mails for maximum response
* Getting through the SPAM filters to maximize deliverability
* Targeting, personalizing, measuring and improving e-mail campaigns
* Integrating emerging technologies like blogs, RSS and mobile messaging
* Practical dos and don'ts
A vital supplement to the author's book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers - specializing in e-marketing or not - as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.
* Completely updated edition of the bestselling e-mail marketing handbook
* Brand new examples reflect the latest best practice in this fast-moving area
* Tried-and-tested structure offers an integrated campaign perspective, crucial for all marketers wanting to maximize the benefits of e-mail
* Planning effective, integrated e-mail campaigns and e-newsletters
* How to rapidly build a quality house list and select the best tools to manage it
* Ethical and legal constraints in a fast-moving sector
* Design and write HTML and text format e-mails for maximum response
* Getting through the SPAM filters to maximize deliverability
* Targeting, personalizing, measuring and improving e-mail campaigns
* Integrating emerging technologies like blogs, RSS and mobile messaging
* Practical dos and don'ts
A vital supplement to the author's book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers - specializing in e-marketing or not - as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.
* Completely updated edition of the bestselling e-mail marketing handbook
* Brand new examples reflect the latest best practice in this fast-moving area
* Tried-and-tested structure offers an integrated campaign perspective, crucial for all marketers wanting to maximize the benefits of e-mail
About the Author
A leading internet marketing consultant, trainer and author. Recognised by the CIM as one of 50 gurus who have shaped the future of marketing, Dave is an examiner on the CIM e-Marketing Award and course director for CIM e-marketing workshops since 1997. He is the managing director of Marketing Insights Limited and also lectures in e-business at the Universities of Cranfield, Leeds and Warwick.
Inside This Book
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Paperback
100% YES. Prof Dave Chaffey has done it again! Those of you who already know his work can testify to the fact that Dave is the Yoda of all e-marketing. 'Hmmm, make your e-marketing strong, this will'.
Whether you are new to this exciting world of e-mail marketing, or are an old hand - this book needs to be at your side 24 hrs a day. However, it's a brave person who sits down with a coffee and says: 'I'll just polish this off in one sitting' - you won't. It's too full. It's too rich. It gets you thinking about what you are doing and could or should be doing, so much so that you have to stop and come up for air every now and then.
Not that's it's not a good read - it's a brilliant read, but you know, as you read each detailed chapter, that you will be returning to this book time and time again. This book is complete, practical, detailed and full of checklists and guides to get you started straight away. Mine is dog-eared and still right here beside me as I type this review.
TIP: I used 3M's Index tabs (small plastic, write on-able, self-adhesive bookmarks) as I read this book. I inserted a new Index tab every time I hit an idea I wanted to pursue, and this made re-visiting that section quick and easy later on. I recommend you buy this book, and commit to reading it all in a week, indexing your favourite parts as you go.
If this book doesn't drive up your e-mail marketing responses rates - nothing else will. So far (and I have been reading and reviewing marketing books for over 11 years now) - this book is by far the best - this is the must-have handbook for all e-marketers. Just buy it.
Dominic A Yeadon MIDM, e-Marketing Consultant.
Whether you are new to this exciting world of e-mail marketing, or are an old hand - this book needs to be at your side 24 hrs a day. However, it's a brave person who sits down with a coffee and says: 'I'll just polish this off in one sitting' - you won't. It's too full. It's too rich. It gets you thinking about what you are doing and could or should be doing, so much so that you have to stop and come up for air every now and then.
Not that's it's not a good read - it's a brilliant read, but you know, as you read each detailed chapter, that you will be returning to this book time and time again. This book is complete, practical, detailed and full of checklists and guides to get you started straight away. Mine is dog-eared and still right here beside me as I type this review.
TIP: I used 3M's Index tabs (small plastic, write on-able, self-adhesive bookmarks) as I read this book. I inserted a new Index tab every time I hit an idea I wanted to pursue, and this made re-visiting that section quick and easy later on. I recommend you buy this book, and commit to reading it all in a week, indexing your favourite parts as you go.
If this book doesn't drive up your e-mail marketing responses rates - nothing else will. So far (and I have been reading and reviewing marketing books for over 11 years now) - this book is by far the best - this is the must-have handbook for all e-marketers. Just buy it.
Dominic A Yeadon MIDM, e-Marketing Consultant.
Format:Paperback
I really liked this book as it has given me some great idea for my email campaigns, but also provided really useful stats and advice on how to implement them in the best ways. I'd say sometimes the book is a little assuming and often a little too in depth, but overall it's a great read and I've certainly taken some key tactics away from it.
Format:Paperback
And almost what I needed. It's a great grounding in direct email marketing (DEM)and proceeds along at the right speed for me, being very readable. It contains some cracking ideas. It only fails to get 5 stars because some of the 'links' are out of date and one or two subjets, such as geotargeting, are covered a little too briefly. That said, for someone like me, who knew a little about DEM and wanted to know a lot more, it is excellent value for money. I'm very pleased with my purchase and obviously recommend it to anyone in a similar position.
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