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Description
This book explains how email marketing systems operate, what is needed to do email marketing, how to get, manage and use lists, creating effective email marketing offers, and the regulatory requirements for operating email marketing programs.
Email marketing program objectives can include revenue, customer retention and more....
Sample Diagrams
There are more than 28 explanatory diagrams in this book
Internet Marketing Email Broadcast
This figure shows an example email marketing process with some sample numbers. This example shows that email marketing is the process of managing lists, developing ad campaigns, creating promotional offers, broadcasting email messages, and tracking the results. This diagram shows an example of lists that cost 1 to 10 cents per name. Names in these lists are grouped to match specific marketing campaigns. These marketing campaigns have several promotional offers. The emails are broadcast and some of the emails are returned and 1% to 20% returns is typical. Of the emails that make it to the recipient, some of the emails are never opened. Of the 25% to 80% of the emails that are opened, approximately 2% to 10% click through to the specific product or service order page.
Table of Contents
EMAIL MARKETING
Targeted List
Email Offer
Content
Presentation
EMAIL MARKETING OBJECTIVES
Direct Sales
Product Awareness
Brand Recognition
List Building
List Qualification
PERMISSION MARKETING
Option In (OPT-IN)
Option Out (OPT-OUT)
MARKET SEGMENTATION
LEGAL REQUIREMENTS
SPAM ACT
-Express Consent
-Inferred Consent
LIST TYPES
Customer List
Prospect List
Response List
-Masterfile
Compiled Lists
Seed Lists
LIST SOURCES
MAGAZINES
Trade Shows
Teleinterview Campaigns
Web Registrations
Catalog Buyer List
List Bartering
Industry Associations
Web Page Email Searches
LIST BROKERS
LIST PROTECTION
List Seeding
LIST USES
Email Broadcasting
Fax Broadcasting
Telemarketing
Direct Mailing
Other Uses
LIST TARGETING
List Segmentation
Recency
LIST RENTAL
List Selection
List Rental Terms
List Segmentation
Datacard
List Format
EMAIL CREATIVE
Ad Layout
Media Format
Content Portion
Ad Graphics
Ad Links
Call to Action
Visual Format
PERSONALIZATION
EMAIL TRACKING
Bounce Backs
Email Opens
Click Through Rate(CTR)
-Click Through Tracking
-Unique Clicks
Conversion Rate
False Positive
EMAIL BROADCASTING
Direct Email
Email Service Bureaus
List Servers
LIST SUPPRESSION
House File Suppression
Opt-Out Suppression
Domain Name Suppression
Name Suppression
Telephone Suppression
Suject Line
Sender Name
EMAIL MARKETING APPLICATIONS
Email Auto Responders
List Hosts
Link Tracking
LIST MANAGEMENT
List Importing
List Merging
List Updating
List Purging
SPAM FILTERS
EMAIL MARKETING ECONOMICS
Direct Sales Revenue
Repeat Customer
Affiliate Revenue
New Prospect Value
List Rental Cost
Broadcasting Cost
Service Bureau Fees
Revenue Sharing
Management Cost
DATA MINING
EMAIL CAMPAIGNS
Split Campaigns(SPLITS)
Carbon Copy (CC)
Blind Carbon Copy (BCC)
APPENDIX 1 - LIST RENTAL AGREEMENT
APPENDIX 2 – SAMPLE DATACARD
APPENDIX 3 – EMAIL MANAGEMENT PROGRAMS
APPENDIX 4 – LIST SERVER DIRECTORY
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About the Author
Mr. Lawrence Harte is the president of Althos, an expert information provider covering the communications industry. He has over 29 years of technology analysis, development, implementation, and business management experience. He has setup, managed, and provided training for keyword advertising, search engine optimization, affiliate links, email broadcasting marketing programs. Mr. Harte has interviewed hundreds of Internet web marketing experts and tested many types of web marketing systems to discover the key success principles used for Internet marketing programs. Mr. Harte's combined knowledge and experience in business systems, communications technologies allow him to communicate well with all people within a company that have a need to understand marketing programs and communication systems. He has authored over 80 books on communications technologies and systems on topics including Internet Marketing, Business Finance, Mobile Communications, IP Telephony, and Billing Systems. Mr. Harte holds many degrees and certificates include an Executive MBA from Wake Forest University (1995) and a BSET from the University of the State of New York, (1990).
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Description
This book explains how email marketing systems operate, what is needed to do email marketing, how to get, manage and use lists, creating effective email marketing offers, and the regulatory requirements for operating email marketing programs.
Email marketing program objectives can include revenue, customer retention and communication of important information. You will learn how to focus email marketing programs to very targeted audiences to achieve high conversion rates.
Managing lists is critical to the success of email marketing and this book explains how to find, setup and use list management companies is provided. Explained are the key measurements used in email marketing programs including soft bounces, hard bounces, successful deliveries, opens, clicks, and conversions.
You will learn how to create email marketing campaigns and effective email ads and offers. Discover how to efficiently get and develop lists from web portals, newsletters, list rental, and list brokers. The economics of email marketing is explained and you will learn that your list acquisition cost can cost $5 to $20 for each name.
Some of the important regulatory requirements such as the SPAM-CAN act are described and how you can avoid significant penalties that may be imposed for the improper use of email marketing programs. Sample email campaigns are included along with actual performance measurements for these campaigns.
Before you buy software, pay submission fees, rent lists, or hire consultants, you should read this book!
If just one-tip or recommendation in this book helps you, it should make you or save you many times the small purchase price of this book. Some of the most important topics featured include:
• How Email Marketing Works
• Email Marketing Objectives
• What is Needed to do Email Marketing
• How to Create Effective Email Ads
• Ways to Get Lists
• List Management
• Creating Email Marketing Campaigns
• Tracking Email Marketing
• Regulatory Requirements
• Sample Ads and Email Campaigns
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