Email Marketing (PDF)

Foreword. 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. Test Your Knowledge. 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. Test Your Knowledge. 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. Test Your Knowledge. 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. Test Your Knowledge. 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. Test Your Knowledge. 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. Test Your Knowledge. Chapter 8 Month 3: Adding Bells

Jeanniey Mullen is the Executive Vice President and Chief
Marketing Officer for Zinio and VIVmag and is also the founder and
Chairperson of the Email Experience Council. She is an expert in
the email and online marketing world and has more than two decades
of experience helping B2B and B2C clients such as IBM, Yahoo!, and
American Express harness the power of a digital dialog to drive
revenue, improve brand impact, and enhance customer relationships.

David L. Daniels is a multichannel marketing consultant
who has been the leading analyst voice shaping the email marketing
industry. David currently serves as Vice President and principal
analyst with Forrester Research. Prior to his role as an industry
analyst, David held senior level positions at Apple, Urban
Outfitters/Anthropologie, MicroWarehouse, Genesis Direct/ProTeam,
and CDA Computer Sales.

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