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- Herausgeber: John Wiley & Sons
- Kategorie: Wissenschaft und neue Technologien
- Sprache: Englisch
Updated to reflect the hottest new trends, technologies, and strategies! Much has happened in e-mail marketing since the first edition of this book appeared in 2007. With the dramatic rise of social media and mobile devices, there are more ways than ever to target campaigns and maximize your e-mail marketing dollars. The new edition of this helpful book is full of practical advice, whether you?re an enterprise-level marketer using a third-party e-mail marketing company or small business owner handling everything yourself. * Helps you map out an e-mail marketing strategy with reachable objectives * Simplifies the process of list-building, message-creation, and results-tracking * Offers legal guidance, so you stay compliant with anti-spam laws * Shows you how to deliver your message and incorporate social media * Explains how to track and interpret results * Includes the top ten things you should not put in your messages, and much more Get more out of your e-mail marketing campaigns with this easy-to-follow guide.
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Seitenzahl: 434
Veröffentlichungsjahr: 2011
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E-Mail Marketing For Dummies®, 2nd Edition
Visit www.dummies.com/cheatsheet/emailmarketing to view this book's cheat sheet.
Table of Contents
E-Mail Marketing For Dummies®, 2nd Edition
by John Arnold
E-Mail Marketing For Dummies®, 2nd Edition
Published byWiley Publishing, Inc.111 River St.Hoboken, NJ 07030-5774www.wiley.com
Copyright © 2011 by Wiley Publishing, Inc., Indianapolis, Indiana
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.
Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this book.
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For general information on our other products and services, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002.
For technical support, please visit www.wiley.com/techsupport.
Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books.
Library of Congress Control Number: 2011924136
ISBN: 978-0-470-94767-8
Manufactured in the United States of America
10 9 8 7 6 5 4 3 2 1
About the Author
John Arnold is the author of three marketing books in the best-selling For Dummies series: In addition to this one, he’s also written Web Marketing All-in-One Desk Reference For Dummies and Mobile Marketing For Dummies. He also writes the Marketing Tools & Technologies column for Entrepreneur Magazine Online at Entrepreneur.com.
John is a small business advocate and entrepreneur with a passion for helping small business owners succeed through his writing, speaking, training, and consulting. He owns a small business marketing agency called Aveta Marketing that specializes in lower-cost, outsourced marketing solutions for small businesses and nonprofit organizations.
John also helps big brands learn how to help their small business customers become more successful marketers. He has developed marketing training and certification programs for brands like Coca-Cola, Constant Contact, The Mobile Marketing Association, and other companies you might know.
John lives and works in Boulder, Colorado. Visit his Web site at www.JohnArnold.com to inquire about marketing training programs, speaking, consulting, or outsourced services.
Dedication
This book is dedicated to the individual entrepreneurs who love the spirit of free enterprise and who live to share their personal passions with their customers and their communities.
I also dedicate this book to the One who causes all things to work together for good and reminds me that e-mail is not the most important thing in life.
Author’s Acknowledgments
For supporting me through a second edition of this book, I would first like to thank my wife and kids for enduring my workload and for their belief in sharing life’s experiences together. You guys are the best family anyone could hope for.
Next, I would like to thank Matt Wagner for running an ideal literary agency. This book wouldn’t have been possible without his experience and guidance.
Special thanks to the super team of professionals at Wiley Publishing. I’d like to thank Executive Editor Steve Hayes for offering me so many great opportunities and for helping me to understand the Dummies process.
I would also like to thank the team at Constant Contact. The success of this book would not have been possible without Gail Goodman, Eric Groves, Robert Nault, Annette Iafrate, and many others at the company. Constant Contact’s commitment to small business and in particular its investment in educational programs was paramount in my being in the position where I could author this book.
Finally, I would like to thank T.J. Carney for his outstanding legal counsel (the world doesn’t need more lawyers, just more good lawyers), and Jon Schallert for his commitment to helping small business owners succeed and for first inspiring the momentum to write this book.
Publisher’s Acknowledgments
We’re proud of this book; please send us your comments through our online registration form located at www.dummies.com/register/.
Some of the people who helped bring this book to market include the following:
Acquisitions, Editorial, and Media Development
Project Editor: Rebecca Senninger
Executive Editor: Steven Hayes
Copy Editor: Virginia Sanders
Technical Editor: Michelle Oxman
Editorial Manager: Leah Cameron
Editorial Assistant: Amanda Graham
Sr. Editorial Assistant: Cherie Case
Cartoons: Rich Tennant (www.the5thwave.com)
Composition Services
Project Coordinator: Sheree Montgomery
Layout and Graphics: Lavonne Roberts, Corrie Socolovitch
Proofreaders: Rebecca Denoncour, Tricia Liebig
Indexer: WordCo Indexing Services
Special Help Kim Darosett
Publishing and Editorial for Technology Dummies
Richard Swadley, Vice President and Executive Group Publisher
Andy Cummings, Vice President and Publisher
Mary Bednarek, Executive Acquisitions Director
Mary C. Corder, Editorial Director
Publishing for Consumer Dummies
Diane Graves Steele, Vice President and Publisher
Composition Services
Debbie Stailey, Director of Composition Services
Introduction
E-mail isn’t a new technology any more, but you can do a lot of new things with e-mail marketing. E-mail can be delivered to mobile devices and can integrate nicely into a social media marketing strategy.
Still, the same challenges that existed in the past apply to the new world of e-mail marketing. Namely, communicating with consumers is easy, but getting them to pay attention isn’t. Every successful marketing strategy entails cutting through the clutter, and few places are more cluttered than the average consumer’s e-mail inbox.
E-mail marketing represents an opportunity to experience both the thrill of increased customer loyalty and steady repeat business as well as the agony of bounced e-mail, unsubscribe requests, and spam complaints. Whether you find thrill or agony in your e-mail marketing strategy depends on your ability to effectively deliver valuable and purposeful e-mails to prospects and customers who have a need for your information.
This book combines time-tested marketing strategies with consumer preferences and best practices to help you develop and deliver e-mails that your prospects and customers look forward to receiving. I explain how to apply basic business and marketing principles to your e-mail strategy, such as maximizing your revenue and coming up with meaningful objectives. I also explain how to use e-mail templates to design professional-looking marketing e-mails and how to come up with relevant e-mail content to put into your designs.
E-mail marketers are also subject to legal requirements, consumer mistrust, and Internet service providers (ISPs) blocking and filtering unwanted e-mails by the billions. This book shows you how to adhere to professional standards, improve your deliverability, and execute your e-mail marketing strategy with current laws in mind.
Because your prospects and customers have to share their e-mail address for you to deliver valuable e-mails, this book explains how to build a quality e-mail list of subscribers who reward your e-mail marketing efforts with immediate action and outstanding return on investment (ROI). I include tactics that you can use immediately to start building your list as well as tips for obtaining permission and getting your list subscribers to take action on your e-mails.
E-mail integrates with other technologies, so this book shows you how to combine e-mail with social media and how to deliver e-mail to mobile devices. I also show you how to automate your e-mail marketing and target your e-mails more effectively with personalized databases and tracking.
E-mail marketing doesn’t conclude with the successful delivery of an e-mail, so I also explain how you can find out who’s opening and clicking your e-mails. I include tips for using e-mail tracking reports and Web analytics to increase the number of your e-mail list subscribers who regularly make purchases and refer your business to their friends and colleagues. I also explain how you can use e-mail to improve search engine optimization, blogs, surveys, and other new technologies to deepen your customer relationships and extend your online presence.
About This Book
E-Mail Marketing For Dummies answers your questions about e-mail marketing and gives you tips and ideas for executing the various steps involved in a successful e-mail marketing campaign.
This book isn’t written to impress technically savvy intellectuals. It’s for business owners and marketers who have to make the most of every minute of every day. I include lots of bulleted text with concise descriptions and ideas for implementing each topic immediately.
The content in each chapter stands alone, so you don’t have to read all the chapters in order. You can use this book like an entire series of books on the subject of e-mail marketing. You can scan through the table of contents and read about a single topic to refresh your memory or to get a few ideas before beginning a task, or you can read an entire chapter or a series of chapters to gain understanding and gather ideas for executing one or more parts of an entire e-mail campaign.
Conventions Used in This Book
To make this book easier to scan and internalize, I use the following conventions:
Words in italics point out industry terminology or words that have special definitions in the book.
Web addresses and text you see onscreen appear in a different font, as in
www.JohnArnold.com
What You Don’t Have to Read
Sidebars, set off in special gray boxes, are included in this book to add clarity to complex concepts or to give anecdotal examples of the tips and ideas in the book. You don’t have to read them to benefit from this book.
You can also skip the information marked with a technical stuff icon if you don’t feel like geeking out.
Foolish Assumptions
It’s hard to imagine that anyone has managed to stay completely away from e-mail. However, to get the most out of this book I assume you already
Have a working e-mail address
Are responsible for (or are soon to be responsible for) marketing a small business or other organization
Know how to use a computer and a mouse
Have a Web site or a physical store or office location (or you soon will)
Have a product or service that people need or have an idea for a product or service that people need
How This Book Is Organized
E-Mail Marketing For Dummies is divided into six parts in chronological order according to the steps involved in developing and executing a successful e-mail marketing strategy.
Part I: Getting Started with E-Mail Marketing
Part I explains where e-mail fits into a business marketing mix and describes the benefits and limitations of e-mail as a marketing tool. I give you insight into the consumer landscape including tips for understanding spam and complying with spam laws as well as maximizing the revenue you generate from using e-mail. Part I also tells you about the benefits of using an E-Mail Marketing Provider (EMP) to help you manage the logistics of your strategy.
Part II: Mapping Out an E-Mail Marketing Strategy
Part II helps you to build a solid foundation for sending e-mails by telling you how to set objectives and how to build a quality e-mail list full of prospects and customers who will help you meet your objectives. I explain how to set money-making objectives as well as timesaving objectives, and I tell you when and how often to send your e-mail campaigns. Here are also lots of great ideas for finding new e-mail list subscribers and keeping the ones you already have. I also tell you how to ask permission to send e-mail so that your e-mails are perceived as more professional and inviting. I explain the importance of making your content valuable and writing effective calls to action so your audience does something meaningful with your e-mails after receiving them. Part II also gives you lots of ideas for prompting your audience to open and read your e-mails.
Part III: Constructing an Effective Marketing E-Mail
Part III explains the nuts and bolts of designing and building a marketing e-mail. I tell you how to use layout and design elements to make your e-mails easy to read, and I tell you how to develop relevant content for your e-mails. I also show you how to create Subject lines and From lines that get your e-mails noticed and opened.
Part IV: Sending Specialized E-Mail Campaigns
Part IV explains how to combine e-mail marketing with social media so that people can share your e-mails and access your e-mail content through the social Web. Part IV also shows you how to design e-mails for mobile devices and how to create e-mail content for mobile users. I also explain how to automate your e-mail marketing and target your e-mails to make them more personal and relevant to your audience.
Part V: Delivering and Tracking Your E-Mails
Part V is where your e-mail marketing strategy finds an enduring future. I explain how to use e-mail tracking reports to determine whether your e-mail strategy is working. I show you how to calculate important metrics, such as open rates and click-through rates. I also explain how to identify and minimize bounced and blocked e-mail and how to optimize your e-mails to sidestep some kinds of e-mail filters. The concluding chapter in Part V explains how to use click-through data and Web analytics to increase your results and how to deepen your customer relationships and expand your online presence.
Part VI: The Part of Tens
In Part VI, you find two lists, each containing ten important bite-size summaries of e-mail marketing information. The first list contains the ten e-mail marketing practices you should avoid, and the second list contains ten resources you should seek out.
The appendix shows one small business’ entire e-mail marketing portfolio and includes an example of each type of e-mail you should have in your e-mail marketing arsenal.
Icons Used in This Book
When you scan the contents of this book looking for tips, reminders, and ideas, the following icons in the margin can help you find important information fast:
This icon signifies a tip, shortcut, or strategy that can save you time or trouble.
This icon signifies information that you should remember when taking certain actions.
This icon signifies important details that might cause your strategy to stumble or come to a halt if left unaddressed.
This icon signifies information that is technical in nature.
Where to Go from Here
If you have a new business or if don’t know a lot about marketing, you might want to start with Part I and read each chapter in order. If you’re an experienced business owner and tech-savvy marketer with a large e-mail list, you can scan through each part’s table of contents and read the chapters or topics in any order.
Either way, it’s time to get started with building your repeat and referral business as well as deepening your relationships with your prospects and customers with e-mail marketing!
Please note that some special symbols used in this eBook may not display properly on all eReader devices. If you have trouble determining any symbol, please call Wiley Product Technical Support at 800-762-2974. Outside of the United States, please call 317-572-3993. You can also contact Wiley Product Technical Support at www.wiley.com/techsupport.
Part I
Getting Started with E-Mail Marketing
In this part . . .
Every marketing strategy has its strengths and limitations, and e-mail marketing is no exception. Part I helps you to understand e-mail’s place in the world of marketing so you can launch your e-mail strategy in the right direction.
Chapter 1 gives an overview of some basic marketing principles and tells you in general terms how to apply marketing principles to your e-mail strategy. This chapter also explains the benefits of e-mail marketing and how to maximize those benefits by using professional e-mail services.
Chapter 2 tells you how you can make money from your e-mail marketing efforts and includes tips for lowering costs as well as increasing revenue. Here are examples of using e-mail to follow up with prospects and grow your repeat business while lowering your costs.
Chapter 3 explains spam from the consumer’s perspective as well as from a legal and industry perspective. The chapter includes information about the CAN-SPAM Act and tips for avoiding spam complaints from consumers.
Chapter 1
Adding E-Mail to a Successful Marketing Mix
In This Chapter
Deciding where and how to use e-mail marketing
Using e-mail messages effectively
The benefits of e-mail marketing
Understanding E-Mail Marketing Providers
Walking into a business where the first dollar of profit is framed victoriously on the wall always reminds me how important customers are to any business. Customers represent validation of your business idea and proof that your products and services are valuable enough to cause people to part with their money in order to obtain them.
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
