Total E-Mail Marketing

Dave Chaffey9780750657549, 0-7506-5754-5

Total E-Mail Marketing shows how to run effective e-mail campaigns aimed at both customer acquisition and retention. The book covers much more than simply guidelines on e-mail creative. It explains how to plan and execute e-mail campaigns which integrate with other online and offline communications.The author draws on expertise and examples from leading European practitioners to detail practical tips to improve campaign results. Packed with case studies from UK companies and checklists to get you started or improve on past campaigns, the book covers the following topics: * Planning effective, integrated e-mail campaigns* How to rapidly build a quality house list* Sourcing opt-in B2C and B2B lists* Ethical and legal constraints* Tools for managing inbound and outbound e-mail* Designing HTML and text format e-mails for maximum response* Writing engaging copy* Key issues in planning e-newsletters* Measuring and improving e-mail campaignsHighly structured and designed for maximum accessibility, the book incorporates ‘E-mail Marketing Insights’ boxes which highlight critical factors for success; ‘E-Mail Marketing Excellence’ boxes giving real-world examples of best practice and ‘Campaign Checklists’ to helpyou devise and check campaign plans. A vital supplement to the author’s book entitled eMarketing eXcellence, this e-mail marketing handbook is relevant to all marketers – whether they specialise in e-marketing or not – as it offers an integrated campaign perspective.Dave Chaffey has written many articles and books on e-marketing and is a columnist for the What’s New in Marketing E-newsletter. He has delivered E-marketing workshops for the Chartered Institute of Marketing since 1997. Dave is Managing Director of Marketing Insights Limited. The company specialises in devising e-marketing metrics programmes to support e-marketing strategy and execution. Clients include 3M, HSBC and NCH. He is also an examiner for the CIM E-Marketing award.* Offers an integrated campaign perspective, crucial for all marketers wanting to maximize the benefits of e-mail.* Structured and accessible approach allows for easy appreciation and application of key points.* Includes a range of views and examples of best practice for a rounded view of the pitfalls and the potential of e-mail marketing.

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Table of contents :
TeamLiB……Page 1
Cover……Page 2
Contents……Page 6
HOW I S THE BOOK STRUCTURED?……Page 10
WHO IS THIS BOOK FOR?……Page 11
LEARNING FEATURES……Page 12
Acknowledgements……Page 14
1 Introduction……Page 16
INTRODUCTION: TYPICAL E- MAIL MARKETING QUESTIONS……Page 17
MODELLING AND MEASURING E- MAIL MARKETING EFFECTIVENESS……Page 19
WHY E- MAIL MARKETING MATTERS……Page 21
WHY E- MAI L MARKETING BEATS DIRECT MAIL……Page 22
WHY E- MAIL MARKETING BEATS WEB S ITE- BASED MARKETING……Page 25
WHY ¡® TOTAL E- MAIL MARKETING¡¯?……Page 26
MEETING THE CHALLENGES OF TOTAL E- MAIL MARKETING……Page 27
WHY E- MAI L MARKETING I S NOT SO DIFFERENT FROM DIRECT MAIL……Page 29
WEB LINKS……Page 33
2 E- mail marketing fundamentals……Page 34
INTRODUCTION……Page 35
PERMISSION MARKETING……Page 36
LEGAL CONSTRAINTS……Page 40
CUSTOMER RELATIONSHIP MANAGEMENT……Page 45
ONLINE CRM……Page 53
PERSONALISATION AND MASS CUSTOMISATION……Page 54
AN INTEGRATED E- MAI L MARKETING APPROACH TO CRM……Page 57
REFERENCES……Page 61
WEB LINKS……Page 62
3 E- mail campaign planning……Page 63
INTRODUCTION……Page 64
OBJECTIVE SETTING……Page 65
E- MAIL CAMPAIGN BUDGETING……Page 71
CAMPAIGN DESIGN: TARGETING, OFFER, TIMING, CREATIVE……Page 74
CAMPAIGN INTEGRATION……Page 83
THE CREATIVE BRIEF……Page 87
MEASUREMENT……Page 88
CONTINUOUS IMPROVEMENT OF CAMPAIGNS……Page 93
TESTING……Page 95
REFERENCES……Page 97
WEB LINKS……Page 98
4 E- mail for customer acquisition……Page 99
CHAPTER AT A GLANCE……Page 100
INTRODUCTION……Page 101
BUILDING A HOUSE E- MAI L LIST……Page 102
STAGE 1: DEVISING INCENTIVES……Page 105
THE WEB SITE……Page 106
USING A RENTED LIST OF E- MAILS TO ACQUIRE CUSTOMERS VIA E- MAIL……Page 113
PLACING ADVERTISING IN THIRD- PARTY E- MAIL NEWSLETTERS……Page 121
USENET……Page 123
STAGE 3: REVISING WEB- SITE DESIGN TO EMPHASISE OFFER……Page 125
STAGE 4 : DEFINING PROFILING NEEDS AND CAPTURE FORM……Page 126
STAGE 5 : SELECTING PERMISSION LEVELS: WHAT DOES OPT- IN REALLY MEAN?……Page 130
STAGE 7: DEFINING THE OPT- OUT……Page 133
STAGE 8: FOLLOW- UP REGISTRATION……Page 134
OTHER FORMS OF CUSTOMER ACQUISITION……Page 137
KEEPING E- MAI L ADDRESSES CURRENT……Page 138
VIRAL MARKETING……Page 139
REFERENCES……Page 144
WEB LINKS……Page 145
5 Using e- mail for customer retention……Page 146
INTRODUCTION……Page 147
PLANNING RETENTION……Page 148
E- NEWSLETTERS……Page 155
VIRTUAL COMMUNITIES AND DISCUSSION LISTS……Page 166
REFERENCES……Page 169
WEB LINKS……Page 170
6 Crafting e- mail creative……Page 171
INTRODUCTION……Page 172
E- MAIL USAGE CONSTRAINTS……Page 173
THE HTML VERSUS TEXT DECISION……Page 175
E- MAIL HEADERS……Page 181
E- MAIL BODY CONTENT……Page 184
COPYWRITING……Page 189
CALLS- TO- ACTION……Page 192
LANDING PAGES……Page 196
E- NEWSLETTER DES IGN……Page 197
HOW NOT TO DO IT……Page 202
REFERENCES……Page 203
7 E- mail marketing management……Page 204
SELECTING SOLUTION PROVIDERS……Page 205
MANAGING A CAMPAIGN……Page 207
CHOOSING E- MAIL MANAGEMENT SOFTWARE……Page 209
LIST SERVERS……Page 211
DESKTOP E- MAIL MANAGEMENT SOFTWARE……Page 212
APPLICATION SERVICE PROVIDER MODEL……Page 213
MANAGING THE HOUSE LIST……Page 214
MANAGING INBOUND E- MAIL……Page 216
WEB LINKS……Page 221
8 E- mail marketing innovation……Page 223
SOLVING THE SPAM PROBLEM……Page 224
RICH MEDIA E- MAILS……Page 230
MESSAGING THROUGH MOBILE OR WIRELESS ACCESS DEVICES……Page 232
PICTURE MESSAGING……Page 236
REFERENCES……Page 237
WEB LINKS……Page 238
Index……Page 240