Total E-mail Marketing

Maximizing Your Results from Integrated E-marketing

Dave Chaffey

274 pages, parution le 15/08/2006 (2^eme édition)

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Résumé

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.

L'auteur - Dave Chaffey

Dave Chaffey, Dave Chaffey( www.davechaffey.com ) is a specialist E-marketing trainer, consultant and author. Recent in-company training and consulting assignments include 3M, BP, EMI (KPM Music), HSBC and Tektronix. He is E-marketing Director at marketing agency Ripe.

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Sommaire

Preface
Preface to the second edition
Acknowledgments
Introduction
E-mail marketing fundamentals
E-mail campaign planning
Using e-mail for customer acquisition
Using e-mail for customer retention
Crafting e-mail creative
E-mail marketing management
E-mail marketing challenges and innovation
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Butterworth-Heinemann
Auteur(s)	Dave Chaffey
Parution	15/08/2006
Édition	2^eme édition
Nb. de pages	274
Format	19 x 24,5
Couverture	Broché
Poids	577g
Intérieur	Noir et Blanc
EAN13	9780750680677
ISBN13	978-0-7506-8067-7