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E-mail offers a broader reach, higher measurability, quicker delivery, and easier consumer feedback for a lower cost than any other marketing medium. This detailed reference provides advice on how to expand and improve marketing opportunities, communications, and online relationships with this valuable tool. Marketers are guided through a step-by-step process of creating and implementing an e-mail marketing plan for their specific needs. This updated edition includes the latest information on e-mail newsletters, online networking, signature files, and e-mail promotions. Small businesses will appreciate information on how to level the playing field with larger competitors by leveraging unique opportunities available through e-mail.

Tabla de contenidos provista por Syndetics

• Introduction(p. xvii)
• Your "Members Only" Companion Web site(p. xvii)
• What Is E-Mail Marketing?(p. xvii)
• Who Should Use This Book?(p. xxi)
• How To Use This Book(p. xxii)
• A History of E-Mail-Based Publications(p. xxiii)
• Why E-Mail?(p. xxiv)
• E-Mail and the Right to Privacy(p. xxvii)
• Your Database(p. xxix)
• Industry Uses of E-Mail Marketing(p. xxx)
• A Word About Viruses(p. xxxi)
• Make a Plan!(p. xxxii)
• Resources(p. xxxiii)
• Cheat Sheet: What To Take Away From This Book(p. xxxvii)
• Part 1 The Tools
• Chapter 1 E-Mail Newsletters(p. 2)
• What Is an E-Mail Newsletter?(p. 3)
• Key Benefits: Building Relationships, Branding, Added Sales, Market Research(p. 7)
• Where Will You Get Ideas for Content? Start With an Objective!(p. 9)
• How To Create Content(p. 12)
• Copywriting Tips: Pick One or Use a Combination(p. 13)
• Write It Yourself(p. 14)
• Solicit Material from Clients and Vendors(p. 14)
• Find Other Mutually Beneficial Partnership Opportunities(p. 15)
• Ask Your Readers To Write(p. 15)
• Hire Freelance Writers(p. 16)
• Run a Sister Discussion List(p. 16)
• Point Elsewhere(p. 17)
• Design a Template(p. 17)
• You're Ready and Set To GO!(p. 18)
• Case Study: What's Up @ E-Greetings(p. 18)
• Resources for Learning about E-Mail Newsletters(p. 21)
• Resources for Finding Other E-Mail Newsletters and Listing Yours(p. 22)
• Resources for Finding Content(p. 23)
• Cheat Sheet: Steps to Build Your E-Mail Newsletter(p. 23)
• Chapter 2 Discussion Lists(p. 26)
• But What Exactly Is a Discussion List?(p. 27)
• Hosting vs. Participating(p. 32)
• How Will You Host? Free vs. Fee Hosting(p. 34)
• Define Your Purpose(p. 36)
• Discussion Lists as a Profit Center(p. 36)
• Your Reputation(p. 36)
• Simplify Signups(p. 37)
• Prelaunch Advice(p. 38)
• Formatting Your Discussion List(p. 39)
• Taking the Plunge!(p. 40)
• Keeping the Troops Under Control(p. 40)
• Legal Responsibilities(p. 40)
• Self-Promotion Within(p. 41)
• Case Study: ISS Group(p. 41)
• Resources(p. 42)
• Cheat Sheet: Planning, Launching, and Sustaining a Discussion Group(p. 44)
• Chapter 3 Online Networking(p. 46)
• Use the Web for Networking(p. 47)
• Find Mutually Beneficial Opportunities(p. 52)
• Set Networking Goals(p. 55)
• Getting To Know All About You(p. 55)
• Chatter UP!(p. 57)
• Making Strangers into Friends(p. 58)
• Get Personal--Contact Others(p. 59)
• Play by the Rules(p. 61)
• Resources(p. 61)
• Cheat Sheet: Engage Your Online Networking Plan of Attack(p. 63)
• Chapter 4 Signature Files(p. 64)
• What Is a Signature File?(p. 65)
• How to Decide What to Put In Your Signature File(p. 66)
• Information(p. 69)
• Test for Clarity(p. 70)
• Speak Directly to Your Audience(p. 71)
• A Note about ASCII(p. 72)
• Test and Measure(p. 72)
• Setting Up Your Signature File(p. 73)
• Using Pegasus(p. 73)
• Using Outlook(p. 73)
• Using Eudora(p. 74)
• Using Netscape Communicator(p. 74)
• Case Study: Shel Horowitz of Frugal Fun(p. 75)
• Standard(p. 75)
• Marketing(p. 75)
• Marketing and Article Writing(p. 76)
• Accurate Writing and More--General/Marketing(p. 77)
• Accurate Writing and More--Editing/Book Doctoring(p. 77)
• Posting to Discussion Lists(p. 78)
• I-Sales(p. 78)
• I-Sales Alternate(p. 78)
• I-Advertising(p. 78)
• I-Advertising Alternate(p. 79)
• Accurate Writing and More--Resumes/Careers(p. 79)
• Public Speaking: Long and Short Versions(p. 80)
• Global Arts/Travel(p. 80)
• Articles/Webzines(p. 81)
• Online Publications(p. 82)
• AWM Books(p. 83)
• AWM Books--Holiday Special(p. 83)
• Web Site(p. 84)
• Radio Contact(p. 84)
• Frugality(p. 85)
• Resources(p. 86)
• Cheat Sheet: Make Your Signature Files(p. 86)
• Chapter 5 Autoresponders(p. 88)
• The Definition of an Autoresponder(p. 89)
• Make Money While You Sleep!(p. 92)
• How to Create an Autoresponder(p. 93)
• The Next Generation: Personalized Autoresponders and Sequenced Messaging(p. 94)
• What to Put in Your Autoresponder(p. 95)
• Instructions for Working with Your Company(p. 95)
• Articles(p. 96)
• Popular (Easy) Formats for Articles(p. 99)
• Get Feedback(p. 99)
• Layout(p. 100)
• Case Study: Severina Publications(p. 100)
• Resources(p. 101)
• Cheat Sheet: Planning an Autoresponder Program(p. 102)
• Chapter 6 Customer Relationship Management(p. 104)
• Treat E-Mail Like a Sales Counter(p. 106)
• Setting Up Your E-Mail Customer Service Plan(p. 107)
• Automate!(p. 108)
• Routing Systems(p. 109)
• Mass Customization(p. 110)
• Define Your Policy(p. 111)
• Go Above and Beyond Their Expectations(p. 112)
• Tracking Post-purchase Satisfaction(p. 113)
• Ensure Perfect Grammar and Spelling(p. 115)
• Tell Customers Where to Go for More Information(p. 115)
• Respond Personally(p. 116)
• Save Money(p. 116)
• Follow Through(p. 116)
• Find Hidden Opportunities(p. 117)
• Case Study: Brinker International(p. 119)
• Resources(p. 120)
• Cheat Sheet: Steps for E-Mail Customer Service(p. 121)
• Chapter 7 Promotions and Direct E-Mail(p. 123)
• Collect User Information for Targeted Campaigns(p. 125)
• Contests and Sweepstakes(p. 126)
• Frequent Visitor or Frequent Buyer Plans(p. 128)
• Define Your Direct E-Mail Goals(p. 128)
• To Whom It May Concern(p. 129)
• Create a Call to Action (and Make It Snappy!)(p. 131)
• Pretest Different Creative Executions(p. 134)
• Send, Track, Tailor(p. 134)
• Case Study: E-Tailer's Digest CyberCelebration(p. 136)
• Resources(p. 136)
• Cheat Sheet: Plan Your Direct E-Mail Promotional Campaign(p. 137)
• A Final Word of Warning About Opt-In Lists(p. 138)
• Chapter 8 Online Public Relations(p. 140)
• Make the Press Come to You!(p. 141)
• Contacting the Media Online(p. 142)
• Going With a Pro(p. 143)
• Building Your Own Media Contact List(p. 144)
• Where To Find Addresses(p. 145)
• Be Persistent (But Not Annoying!)(p. 147)
• The Rule: An Hour a Day of Online Marketing(p. 148)
• Initial Contact(p. 148)
• So, What Do You Want?(p. 148)
• Then, What Do You Send?(p. 149)
• Follow Through(p. 149)
• Follow Up(p. 150)
• Keeping Your Company's Name in the Spotlight(p. 150)
• Build Your Own Media Wire(p. 151)
• Case Study: Bootstrapper's Success Secrets(p. 152)
• Resources(p. 154)
• Cheat Sheet: Steps to Build an Online Public Relations Plan(p. 156)
• Chapter 9 Advertising in E-Publications(p. 157)
• Placing Text Ads in Other Publications(p. 159)
• Reach: Target Your Audience(p. 160)
• Frequency: Hit 'Em Again and Again(p. 161)
• Advertising Barters(p. 161)
• Buying Ad Space in Other E-Mail Publications(p. 163)
• Tips for Getting Results(p. 163)
• What Works?(p. 164)
• Tailor Your Future Media Buys(p. 166)
• Cheat Sheet: Placing an Ad Campaign(p. 167)
• Selling Ad Space in Your Publication(p. 167)
• The Publisher/Editor Debate(p. 168)
• Create a Media Kit(p. 168)
• Case Study: E-target.com(p. 170)
• Resources(p. 171)
• Cheat Sheet: Selling Ads(p. 173)
• Part 2 The Process
• Chapter 10 The E-Mail Marketing Rulebook(p. 177)
• The Rules(p. 177)
• Spam: It's a Four-Letter Word(p. 177)
• Meaningful Is Good, Unsolicited Is Bad(p. 179)
• Opt-Out Is Just Another Word for Unsolicited Commercial E-Mail(p. 180)
• Legal Problems(p. 182)
• The Drag on Resources(p. 184)
• Tarnishing Your Image(p. 184)
• Permission Is Good(p. 185)
• Netiquette--It's All About Sincerity(p. 186)
• Case Study: How Spam Affects All E-Mail Marketers(p. 190)
• Resources(p. 191)
• Cheat Sheet: Do's and Don'ts of Spam(p. 193)
• Chapter 11 Technical Know-How(p. 194)
• Hat #1 You, The Technical Whiz(p. 195)
• Manual Distribution(p. 198)
• A Nasty Little Thing Called An "E-Mail Virus"(p. 201)
• The Raging Debate: Graphic or Plain Text E-Mails(p. 202)
• Hat #2 You, The Customer Service Representative(p. 206)
• Bounce Management(p. 207)
• Idiot Management(p. 208)
• Mismanagement(p. 208)
• Hat #3 You, The Editor-in-Chief(p. 208)
• Determine an Editorial Calendar(p. 208)
• Putting It All Together(p. 210)
• Determine a Look and Feel(p. 210)
• Layout Guidelines(p. 210)
• Content Guidelines(p. 211)
• Case Study: L-Soft International(p. 211)
• Resources(p. 213)
• Cheat Sheet: Technical 1-2-3(p. 215)
• Cheat Sheet: What to Ask Vendors(p. 216)
• Chapter 12 Measuring Results(p. 220)
• Test Variables(p. 220)
• Source(p. 222)
• Subject(p. 222)
• Header(p. 224)
• Message(p. 224)
• Media(p. 224)
• Length(p. 226)
• Format(p. 226)
• Call to Action(p. 226)
• Timing(p. 226)
• Response Mechanism(p. 228)
• Setting Up Systems(p. 228)
• Have a Control Group(p. 228)
• Tracking Users with URLs(p. 229)
• Tracking Users with Aliases(p. 230)
• Using What Subscriber Data Tells You(p. 234)
• Track Media Efforts(p. 234)
• Case Study: The Sharper Image(p. 236)
• Resources(p. 238)
• Cheat Sheet: Measuring Your Success(p. 239)
• Chapter 13 Opt-In List Brokering(p. 240)
• Set Reasonable Goals(p. 241)
• Make Sure You Use a Reputable Broker(p. 243)
• How Do Brokers Build a List?(p. 246)
• Browse the Database and Target Your Message(p. 247)
• Your Offer(p. 249)
• Create Your Response System(p. 251)
• Optimize(p. 251)
• Repeat the Offer(p. 252)
• Case Study: Holiday Inn (Bass Hotels)(p. 252)
• Resources(p. 253)
• Cheat Sheet: Using Opt-In Brokers to Reach a New Audience(p. 254)
• Chapter 14 Worksheets(p. 256)
• Building a Plan... One Step at a Time(p. 256)
• Step 1 Define Your Audience(p. 257)
• Step 2 What Action Do You Want Your Audience To Take?(p. 259)
• Step 3 Develop a Strategy for Each Objective(p. 259)
• Step 4 Quantify Your Objectives(p. 264)
• Step 5 Write Copy(p. 264)
• Step 6 Develop a Schedule(p. 266)
• Step 7 Test(p. 266)
• Step 8 Measure(p. 268)
• Questionnaire: Building Your Plan(p. 268)
• Chapter 15 Top Twenty E-Mail Publications(p. 272)
• Top Twenty...For Now!(p. 272)
• Criteria(p. 272)
• Personality(p. 273)
• Profitability(p. 273)
• Circulation(p. 274)
• Appeal(p. 274)
• Format(p. 275)
• Consistency(p. 275)
• The List(p. 275)
• 1. Sales Horror Stories(p. 276)
• 2. Internet-Sales(p. 276)
• 3. Powerquotes(p. 277)
• 4. Trivia Time(p. 278)
• 5. LinkExchange Daily Digest, by MSN LinkExchange(p. 278)
• 6. Virtual Promote Gazette(p. 279)
• 7. Web Informant by David Strom(p. 281)
• 8. WebPromote Weekly, by WebPromote(p. 281)
• 9. Dave's Daily Chuckle(p. 282)
• 10. Geoff's Gems from Garage.com(p. 283)
• 11. Sparky's List-Tips(p. 284)
• 12. What's the Word?(p. 284)
• 13. SeraNova Perspectives(p. 285)
• 14. I-Advertising Discussion List, from Adam J. Boettiger, e/y/e/s/c/r/e/a/m Interactive, Inc.(p. 286)
• 15. The MercialXpress Newsletter(p. 287)
• 16. List-Universe by SparkList(p. 287)
• 17. Windough(p. 288)
• 18. The Humor Network(p. 289)
• 19. CRM Talk(p. 289)
• 20. The Gnome Report, by Lockergnome(p. 291)

Notas de autor provistas por Syndetics

Shannon Kinnard is a full-time freelance writer with a BA in English and an MA in Mass Communications from the University of Florida