The Truth about Email Marketing

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About the bookThe Truth About Email Marketing should serve as the definitive handbook on email marketing. It provides great value for a wide variety of readers, ranging from seasoned email marketing professionals to novice small business owners and others looking to better utilize this powerful marketing tool. Email marketing is a much maligned, often misunderstood, but heavily utilized marketing channel that can boast the highest return on investment of any marketing method in existence. There have been very few books on the subject by experts since it has become a mainstream channel. This book will capitalize on the fact that 96% of consumers and 94% of business professionals use email every day. With the ubiquity of email marketing, it is well timed to have a book enter the marketplace that effectively captures its unique challenges and opportunities. Given the author's leadership in the industry and the fact that he is a creator of the leading website related to email metrics (EmailStatCenter.com), this book carries considerable heft in the industry. Mr. Jenkins is a well-known and respected authority on some very key aspects of email marketing such as email statistics, industry trends and overall best practices that make an immediate impact.For Sale in Indian subcontinent onlyFeaturesWritten by the industry-leading voice, G, Simms Jenkins, one of the top email marketing experts. Includes dozens of easy to test and implement best practices that every email program should utilize. This book is a unique field guide that covers every facet of email marketing and provides tactical improvements the reader can make in their own email campaigns. ContentsPart I The Truth About Why Email Works Email is a powerful marketing tool Permission-based email marketing is not spam Email marketing is extremely cost-effective, targeted, and measurable Email is stronger than ever Part II The Truth About Email Budgeting and ROI Don't be cheap: email cuts other costs, so invest in it Using email ROI to guide your budget Keeping your email program alive when budgets are cut Part III The Truth About Organizing an Email Department Deciding to outsource or bring in-house Finding the right partner Getting the ball rolling with your email marketing partner What makes a good email marketing manager Part IV The Truth About Customer-Focused Email Strategy How to be relevant Making your first impression count Part V The Truth About Creating and Growing a List It is not easier to ask for forgiveness How to create an email list Using lead-generation tactics to build your list Complement email list growth with search Keep a clean list The benefits of a robust preference center Get more from your email list Part VI The Truth About Best Practices Length and your call to action Creating an email newsletter Establishing the right email frequency Personalization Segment lists for more targeted emails Great Subject lines drive a strong response Consider the From line Test, test, test Maximizing system-generated and automated emails Use your signature line Top to bottom advice for better emails Audit your email program annually Part VII The Truth About Getting into and Optimizing the Inbox The basics of deliverability Understanding rendering Creating email campaigns for mobile devices Part VIII The Truth About Measuring Email Performance Know your email metrics, part 1 Know your email metrics, part 2 Remarketing for results Part IX The Truth About Privacy and CAN-SPAM Understanding the CAN-SPAM Act A closer look at spam The varying levels of permission What your privacy policy should cover Part X The Truth About Automated Email Create a meaningful welcome message Creating an unsubscribe process The right (and wrong) ways to monitor replies to your email campaigns Part XI The Truth About B2B and International Email Programs Delivering on business-to-business (B2B) email campaigns Best practices for international email efforts Part XII The Truth About Where Email Is Headed The impact of social media on email The future of email marketing