E-Mail Marketing For Dummies (2nd Edition)

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This eBook will teach you how to use e-mail to attract customers and increase business, build a mailing list, create effective messages and track results.

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E-mail isn’t a new technology anymore, but you can do a lot of new things in e-mail marketing. E-mail can be delivered to mobile devices and can integrate nicely into a social media marketing strategy.

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 email 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 eBook will teach you how to:

  • Use e-mail to attract customers and increase business
  • Build a mailing list and create effective messages
  • Track the results of your campaign
  • Develop a strategy that incorporates social media

This eBook 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.


Chapter 1 - Adding E-Mail to a Successful Marketing Mix

  1. Fitting E-Mail into Your Marketing Strategy
  2. Combining e-mail with other tools and media
  3. Branding your message across all media
  4. Applying Basic Marketing Principles to Your E-Mail Messages
  5. Determining what your e-mail messages should say
  6. Determining how your e-mail messages should look
  7. Targeting your e-mail messages
  8. Developing e-mail content in accordance with consumer interaction
  9. Evaluating your messages
  10. Reaping the Benefits of E-Mail Marketing
  11. Asking for immediate action
  12. Gathering feedback
  13. Generating awareness
  14. Staying top-of-mind
  15. Taking Advantage of E-Mail Marketing Providers
  1. Increasing Revenue with Repeat Customers
  2. Understanding the value of repeat customers
  3. Sending multiple messages to drive revenue
  4. Saving time with e-mail follow-up
  5. Lowering Your Costs
  6. Gaining a healthy perspective on your costs
  7. Figuring out the cost to obtain a customer
  8. Lowering your acquisition costs through e-mail
  1. Minimizing Spam Complaints
  2. Complying with Spam Laws
  3. Determining which e-mails have to comply
  4. Collecting e-mail addresses legally
  5. Including required content in your e-mails
  6. Enhancing Your E-Mail Professionalism
  7. Using full disclosure during e-mail address collection
  8. Allowing your audience to unsubscribe from receiving e-mails
  9. Sending e-mail content in line with your audience’s expectations
  10. Deciding When and How Often to Send
  11. Determining how many e-mails to send
  12. Choosing the proper e-mail length
  13. Figuring out how often to call for action
  14. Setting e-mailing frequency by relevance
  15. Choosing the best day and time for delivery
  16. Mapping Out an E-Mail Marketing Strategy
  1. Coming Up with Broad-Based Objectives
  2. Narrowing Your Objectives in Six Steps
  3. Organizing Your E-Mail Content into Themes Based on Objectives
  4. Staying Focused on Your Objectives
  5. Write down your objectives
  6. Stick to your objectives
  7. Build from your objectives
  1. Where and How to Collect Contact Information
  2. Preparing your e-mail database
  3. Collecting information online
  4. Collecting information in person
  5. Collecting information through print
  6. Collecting information through mobile devices
  7. Deciding What Information to Collect
  8. Gathering essential information
  9. Getting to know your list members better
  10. Gathering behavioral interests
  11. Offering Incentives to Increase Sign-Ups
  12. Giving subscribers future incentives
  13. Asking for Permission
  14. Deciding on a permission level
  15. Inheriting a list: Getting permission after the fact
  16. Protecting your e-mail list
  17. Building a List with List Brokers
  18. Sticking to quality
  19. Renting to own
  1. Making Sure Your Offers Are Valuable to Your Audience
  2. Making Sure Your Offers Are Valuable to Your Audience
  3. Sending Valuable Offers
  4. Creating content to promote something
  5. Cashing in on coupons
  6. Including incentives
  7. Using giveaways
  8. Making gains with loss leaders
  9. Extending urgent offers
  10. Writing an Effective Call to Action
  11. Constructing a call to action
  12. Calling for specific actions
  13. Combining multiple calls to action
  14. Giving Your E-Mail Content Inherent Value
  15. Creating content to inform your audience
  16. Adding tips and advice
  17. Providing instructions and directions
  18. Putting in entertaining content
  19. Including facts and research
  20. Mixing and Matching Value and Relevance
  21. Combining different types of value
  22. Matching relevance to value
  23. Finding Help with Content Creation
  24. Constructing an Effective Marketing E-Mail
  1. Determining the Proper Format for Your E-Mail Campaigns
  2. Deciding on a newsletter format
  3. Choosing a promotional format
  4. Selecting an event invitation format
  5. Going with an announcement format
  6. The ABCs of E-Mail Layout
  7. Adding visual anchors
  8. Positioning your visual anchors and related content
  9. Using columns to organize your content
  10. Making the Most of the Preview Pane
  11. Working around image blocking
  12. Arranging content to appear in the preview pane
  13. Branding Your E-Mails to Enhance Your Image
  14. Matching your e-mails to your brand
  15. Maintaining brand consistency with multiple e-mail formats
  1. Choosing the Correct Font and Style
  2. Picking a font
  3. Applying style elements
  4. Including Headlines
  5. Using Longer Sentences and Paragraphs
  6. Using Text Links
  7. Creating links
  8. Naming links
  9. Adding Navigation Links
  10. Including a table of contents in your e-mails
  11. Including Website navigation links
  12. Linking to Files in Your E-Mails
  13. Linking to Files in Your E-Mails
  14. Linking to sound files
  15. Linking to document files
  1. Choosing a File Format for Your Images
  2. Don’t Embed: Referencing Your Images
  3. Deciding Which Images to Use
  4. Photographs
  5. Created art
  6. Text images
  7. Image combinations
  8. Placing Images Properly in Your E-Mails
  9. Positioning single images
  10. Positioning multiple images
  11. Placing images in multiple columns
  12. Making Your Images into Links
  1. Getting Acquainted with E-Mail Headers
  2. Filling Out the From Line
  3. Using Your E-Mail Address for Identity
  4. Writing a Subject Line
  5. Highlighting the immediate benefit
  6. Including value words
  7. Working from a theme
  8. Avoiding Subject lines that look like spam
  9. Sending Specialized E-Mail Campaigns
  1. Redefining the E-Mail Inbox
  2. Sending e-mail messages to people on Facebook
  3. Sending updates to Facebook Page fans
  4. Sending e-mail messages to Twitter followers
  5. Sending e-mail messages to LinkedIn connections
  6. Adding Social Features to Your E-Mails
  7. Announcing your social media presence via e-mail
  8. Adding social links to your e-mails
  9. Posting your e-mails to social sites
  10. Monitoring Social Media Activity with E-Mail
  1. Getting a Grip on Mobile E-Mail
  2. Dealing with Devices and Browsers
  3. Choosing a Mobile E-Mail Design Approach
  4. Creating a Mobile-Friendly E-Mail Design
  5. Adding Navigation Links to Mobile E-Mails
  6. Adapting E-Mail Content for Mobile Devices
  7. Adapting Subject lines for mobile e-mail
  8. Using prologues to highlight content
  9. Including Mobile Calls to Action in Your E-Mails
  1. Adding automation fields to your database
  2. Collecting automation data
  3. Adding tags to your database
  4. Using Follow-Up Sequences
  5. Setting up an auto-responder sequence
  6. Setting up a series of automated e-mails
  7. Delivering and Tracking Your E-Mails
  1. Understanding Basic E-Mail Tracking Data
  2. Calculating your bounce rate
  3. Calculating your non-bounce total
  4. Calculating your open rate
  5. Calculating your click-through rate
  6. Tracking Non-Click Responses
  7. Tracking in-store purchases
  8. Tracking phone calls
  9. Tracking event attendance
  10. Tracking e-mail replies
  1. Managing Bounced and Blocked E-Mail
  2. Dealing with hard bounces
  3. Dealing with soft bounces
  4. Reducing blocked e-mails
  5. Reducing Filtered E-Mail
  6. Establishing your sender reputation
  7. UnderstanUnderstanding user-controlled content filteringding automatic content filtering
  8. Understanding E-Mail Authentication
  1. Evaluating E-Mail Click-Through Data
  2. Using click-through data to target your e-mail offers
  3. Using click-through data for intelligent follow-up
  4. Using click-through data for testing your offers and calls to action
  5. Tracking and Analyzing Web Site Visitors
  6. Looking at your landing page
  7. Following your Web site visitor’s click path
  8. Measuring your conversion percentage
  9. Measuring your return on investment
  10. The Part of Tens
  1. ***EX¢E$$IVE*** PUNCTU@TION!!!!!!!
  2. Long Articles That Seem to Never End and Keep On Going While Saying
  3. Basically the Same Thing Over and Over Again
  4. Unfamiliar From Address
  5. Click Here Links
  6. Distracting Images
  7. Boring Subject Lines
  8. Links That Surprise the Reader
  9. Repetitive Messages
  10. Cluttered Layout
  1. Email Experience Council
  2. MediaPost
  3. Email Marketing Benchmark Report
  4. The Retail Email Blog
  5. Email Marketing Reports Blog
  6. EmailStatCenter.com
  7. Messaging Anti-Abuse Working Group
  8. FTC Spam Site
  9. The Mobile Marketing Association
  10. Eyetools

Additional information


John Arnold


2nd edition


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For Dummies


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