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Table Of Contents

Introduction
The World Is Waiting for Your Email
Great Email Is within Your Grasp
Lessons from the Inbox: The Rules
Chapter 1: Creating Email People Want to Read
The Three Rs of Email Marketing: Relevance,Relevance, Relevance
Editorial Quality Matters
Make It a “Magazine”
Sell Tastefully,but Sell Everywhere
Make It Interactive with Surveys
Newsletters Aren’t the Only Emails You Can Send
Lessons from the Inbox: Email as Part of an Integrated Marketing Effort
Chapter 2: Writing and Managing an Email Newsletter Program
What to Write: The Secrets of Quality Content
How to Develop Content Ideas that Pique Interest
Developing an Original Angle
Making Your Email Viral by Creating Content that People Want to Pass Along
What Should You Not Write?
How Much Should You Write?
Who Should Write Your Newsletter?
Why Should You Publish More than One Newsletter?
How Should You Use the Unsubscribe Flip?
Getting Your Readers to Take Action
Lessons from the Inbox: Email Preference Centers
Chapter 3: Designing and Formatting Emails for Maximum Performance
Email: A Medium that Requires Special Design Considerations
The Importance of the “From”Address
Subject Lines that Get Your Email Opened
Using Headers to Build Interest and Recognition
Don’t Forget about Footers
The Preview Window: Keeping the Good Stuff “Above the Fold”
Image Blocking: What It Is and Why You Care
The Pros and Cons of HTML Emails
The Pros and Cons of Text Emails
Text or HTML? Deciding Which Is Best for Your Program
Who Should Design Your Newsletter?
Part I: Content Strategies Summary
Chapter 4: Building a Large—and Responsive—Email List
How to Get Permission
Ways to Build Your List
Leveraging Organic Capture to Build Your List
Using Your Web Site to Build Your List
Designing Subscribe Forms that Encourage Sign-Up
Asking for Emails in the Real World
Using Forward to a Friend (FTAF) in Email
Creating a FTAF Form
Getting Friends to Subscribe
Using Cross-Promotion Opportunities
Asking for Emails in Nonmarketing Emails
Turn Transaction Emails into Selling Opportunities
Create an Affiliate Program that People Want to Join
Using Paid Acquisition to Grow Your List
Renting or Buying a List
Advertising for Your List
Strategic Partnerships that Build Lists
A Stagnant List Is a Depreciating Asset
How to Keep Your Email List Clean
Dealing Effectively with Human Oversight
Lessons from the Inbox: Email Customer Service
Educate the Entire Company about Email Policies and Procedures
The Importance of Creating Backups of Your Lists
Quarantine New Data
Bounce Processing: What It Is and Why It Matters
The Art of Bounce Management
Part II: List Strategies Summary
Chapter 6: The Importance of Testing (and Retesting)
Establishing Your Testing Goals
Use Surveys to Obtain User Feedback
Setting Up a Testing Program
Chapter 7: Measuring Success One Number at a Time
The Key Point When Analyzing Metrics
Key Metrics for Tracking Results
More Comprehensive Metrics that Reveal In-Depth Information
Measuring the True Impact of Email on Overall Sales
Chapter 8: Making Sure Your Messages Make It to the Inbox
Filters: The Inbox Watchdogs
Why Your Email Gets Caught by Spam Filters and What to Do about It
The Other Hobgoblins of Deliverability
Tracking Deliverability
Blacklists and Why They’re Bad for Marketers
Lessons from the Inbox: The Art of ISP Relations
Whitelists and Why They’re Good for Marketers
Authentication: How ISPs Tell the Good Guys from the Bad Guys
Authentication Action Steps
Building on Authentication with Reputation
The Keys to Ensuring Maximum Deliverability
Chapter 9: CAN-SPAM and Other Email Legislation
All about CAN-SPAM Compliance
Additional Legislation You Need to Know About
The California Online Privacy Protection Act
Georgia “SLAM SPAM”Law
Utah and Michigan Child Protection Laws
Going Beyond the Letter of the Law
Part III: Optimization Strategies Summary
Afterword: The Future of Email
How to Stay Current on the Latest Email Trends and Techniques
Glossary
Resource Guide
About Return Path
About the Authors
P. 1
Sign Me Up!

Sign Me Up!

Ratings: (0)|Views: 7,176|Likes:
Published by iUniverseBooks
Sign Me Up! Imagine it: prospects actually asking you to email your marketing information to them. At a time when people are reluctant to give out their email addresses and skeptical of most email, it's harder than ever for legitimate marketers to separate their emails from spam. Not anymore. This informative book reveals the secrets behind running a permission-based email newsletter program that motivates customers and prospects to sign up for your emails and respond to your messages. It shows you how you can use email to Sell more products and services Boost customer satisfaction and loyalty Attract new customers to your products and servicesSign Me Up! delivers valuable insights and ideas on creating and sustaining an email newsletter program. It's packed with real-world examples from eBay, Amazon.com, CoolSavings, iVillage, BabyCenter, and more.Use email to your advantage in the new media landscape by learning how toWrite and design great newsletters Build and maintain responsive and targeted lists Increase response to every email you send Test and measure the effectiveness of your email program Make sure your messages reach the inboxVisit our website: www.returnpath.biz/signmeup
Sign Me Up! Imagine it: prospects actually asking you to email your marketing information to them. At a time when people are reluctant to give out their email addresses and skeptical of most email, it's harder than ever for legitimate marketers to separate their emails from spam. Not anymore. This informative book reveals the secrets behind running a permission-based email newsletter program that motivates customers and prospects to sign up for your emails and respond to your messages. It shows you how you can use email to Sell more products and services Boost customer satisfaction and loyalty Attract new customers to your products and servicesSign Me Up! delivers valuable insights and ideas on creating and sustaining an email newsletter program. It's packed with real-world examples from eBay, Amazon.com, CoolSavings, iVillage, BabyCenter, and more.Use email to your advantage in the new media landscape by learning how toWrite and design great newsletters Build and maintain responsive and targeted lists Increase response to every email you send Test and measure the effectiveness of your email program Make sure your messages reach the inboxVisit our website: www.returnpath.biz/signmeup

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Publish date: Jul 11, 2006
Added to Scribd: Aug 31, 2011
Copyright:Traditional Copyright: All rights reservedISBN:9780595832088
List Price: $6.00 Buy Now

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