Permission-Based E-Mail Marketing That Works - ISBN: 0793142954


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		"I am a Bear of Very Little Brain, and long words bother me." - A. A. Milne, Winnie-the-Pooh

	Permission-Based E-Mail Marketing That Works
	by Dearborn Financial Institute, Rosalind Resnick (Foreword)

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Product Details

Format: Paperback, 261 pages

Publisher: Kaplan Professional Company

ISBN: 0793142954

Release Date: Jan 3, 2001

From The Publisher
In Permission-Based E-Mail Marketing That Works!, leading e-mail marketing expert Kim MacPherson shares her secrets for effective dedicated, permission-based, e-mail campaigns, and explains the opportunities and strategies for tailoring its use to attract and retain profitable customers. This comprehensive, how-to guide provides newbies, executives, and seasoned marketing professionals everything there is to know in order to capitalize on this skyrocketing market. Seth Godin, author of Permission Marketing "I was very impressed by the book's readability, interviews, case studies, and the author's unique and in-depth mastery of both direct-marketing and Internet techniques. Kim is one of the very few who could have written this book." Roger C. Parker, author of The Streetwise Guide to Relationship Marketing on the Internet

Be the first to rate this book! Number of Reviews: 0

	Foreword
	Acknowledgments
	Introduction
Pt. 1	E-mail as a Promotional Device
1	The Power of E-mail	3
2	E-mail Terms You Should Know	8
3	Opt-in versus Opt-Out - Permission and Privacy	14
Pt. 2	Reeling 'Em In (Acquiring New Customers That Stay)
4	Creating Your Budget	25
5	Brainstorming the Offer	35
6	All about Lists	49
7	Acquisitions Testing Strategies	64
Pt. 3	Creative Pointers and Tricks of the Trade
8	The Dialogue: How to Speak to Your Prospects and Customers	77
9	Copywriting for E-mail: Best Practices	82
10	The Power of Design	105
Pt. 4	Best E-mail Retention Practices
11	Promoting to Your House List: The Other Side of E-mail Marketing	133
12	Communications to Retain	142
13	Segmentation and Splits for Top Retention	150
14	Viral Marketing	162
Pt. 5	Back-End Necessities and Things to Be Mindful Of
15	Coming in for a Landing	171
16	More on Testing, Cookies, and Other Bits and Bytes	180
17	The Last Word: What It All Adds Up To - Tracking and Measuring Your Results	189
	Case Studies	197
	Resources	237
	Index	257

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Keywords
Telemarketing, Customer relations, Electronic mail messages, Telemarketing, Electronic mail messages, Customer relations, Economics - General, Business / Economics / Finance, Business & Economics, E-Commerce - General, Marketing - Direct, Advertising & Promotion, Telemarketing, Customer relations, Electronic mail messages