- Paperback: 248 pages
- Publisher: A Butterworth-Heinemann Title; illustrated edition edition (19 Dec 2002)
- Language English
- ISBN-10: 0750657545
- ISBN-13: 978-0750657549
- Product Dimensions: 24.2 x 18.8 x 1.8 cm
- Average Customer Review: 4.7 out of 5 stars See all reviews (7 customer reviews)
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Amazon Bestsellers Rank:
943,744 in Books (See Top 100 in Books)
- #70 in Books > Computers & Internet > New to Computing > World Wide Web & E-mail > E-mail
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
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.
* Offers an integrated campaign perspective, crucial for all marketers wanting to maximize the benefits of e-mail.
* Structured and accessible approach allows for easy appreciation and application of key points.
* Includes a range of views and examples of best practice for a rounded view of the pitfalls and the potential of e-mail marketing.
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.
* Offers an integrated campaign perspective, crucial for all marketers wanting to maximize the benefits of e-mail.
* Structured and accessible approach allows for easy appreciation and application of key points.
* Includes a range of views and examples of best practice for a rounded view of the pitfalls and the potential of e-mail marketing.
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.
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First Sentence
This chapter highlights the power of e-mail marketing. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index
This chapter highlights the power of e-mail marketing. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Most Helpful Customer Reviews
10 of 10 people found the following review helpful:
5.0 out of 5 stars
A must for UK marketers,
By Sean Duffy (Towcester, Northants United Kingdom) - See all my reviews
This review is from: Total E-Mail Marketing (Paperback)
Most email marketing books either focus on the american market which is completely different to the UK market - Chaffey focuses on UK B2B and B2C marketing.This book presents a practical approach to PROFESSIONAL email marketing helping you from all the aspects involved from building in-house lists through to creating the right copy for emails and a in-depth discussion of the various tracking and broadcasting options. The examples are great as well - no matter what you are planning to do with email there will be an example for you in the book. If like me you are involved in email marketing currently then you will find this book essential in planning and developing your campaigns.
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Excellent for professionals and students alike,
By James (Aylesbury, Bucks United Kingdom) - See all my reviews
This review is from: Total E-Mail Marketing (Paperback)
This book proved an invaluable resource for writing my undergraduatedissertation and also planning/designing a practical e-mail campaign. Thebook it extremely well structured - clear and consistent throughout. Anumber of practical examples are provided throughout the text, whichenables the reader to relate any theoretical approach to a real lifeexample. I highly recommend this book to any one studying eMarketing oractively involved with designing an e-mail campaign.
3.0 out of 5 stars
Good reference book, not well written, though,
By
This review is from: Total E-Mail Marketing (Paperback)
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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