Email Marketing: An Hour a Day

Introduction.

Chapter 1 Understanding Email Marketing Today.

How We Got Here.

What Email Means to Your Audience.

The Five Types of Email .

Understanding the Economic Impact of Email.

Test Your Knowledge.

Chapter 2 The Five Critical Elements of Every Email You Create.

Creating Brand Impact.Adding Intelligence to Your Design.

Driving the Purchase.

Creating Transactional/Service Messages.

Adding Viral Marketing Elements.

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Chapter 3 Getting Ready to Build Your Email Marketing Efforts.

Aligning Your Strategy with Your Tools.

Evaluating Vendors.

Organizational Readiness: Resources Required for Success.

Budgeting for the Future.

Justification: Selling Your Boss on the Return on Investing in Email.

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Chapter 4 What Happens Once You Send Your Email.

Defining the Analytics Framework.

What to Do If Something Goes Wrong.

Revisiting Your Budget.

The Email Marketing Database and Future Multichannel Efforts.

The Top Five Ways You Can Mess Things Up If You Are Not Really Careful.

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Chapter 5 Eight Key Drivers of Your Email Campaign 77

Key Driver 1: Email Address Acquisition.

Key Driver 2: Creative/Copy.

Key Driver 3: Making the Data Work.

Key Driver 4: Multichannel Integration.

Key Driver 5: Technology (Delivery, Deployment, and Design).

Key Driver 6: Reporting/Analytics.

Key Driver 7: Privacy/Governmental Control.

Key Driver 8: Reactivation.

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Chapter 6 Preparing Your Email Marketing Strategy.

Week 1: Preparing Your Resource Arsenal.

Week 2: Building the Blueprint for Success.

Week 3: Counting Down to “Go Time”.

Week 4: Testing Your Way to the First Campaign.

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Chapter 7 Month 2: Ensuring Success as You Launch Your Campaign.

Week 1: Sending Your First Campaign.

Week 2: Creating a Plan to Optimize Your Results.

Week 3: Measuring Email’s Impact on Other Channels.

Week 4: Promoting Your Email Results Within Your Organization.

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Chapter 8 Month 3: Adding Bells and Whistles.

Week 1: Using Email as a Feedback Tool.

Week 2: Creating Video- and Audio-Enabled Emails.

Week 3: Creating Mobile Email.

Week 4: Creating Social Email.

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Chapter 9 Getting Ready for Year 2 and Beyond.

Iterative Financial Analysis: Analytics Over Time.

ESP Refresh: Evaluating Your ESP and Technology Partners.

Assessing Future Trends.

Journey On.

Appendix A Vendor Resource List.

Associations, Events, and Publications.

Email Service Providers.

Delivery Service Providers and Reputation and Accreditation Management Services.

Market Research, Agencies, and Consultants.

Technology Vendors.

Web Analytics Vendors.

Appendix B Email Checklists.

Email Design.

Code QA Testing.

Glossary.

Index.