"E-mail is today's most powerful marketing medium. It is also the most misunderstood. This dynamic book dispenses with incomprehensible theories and conflicting rules to explore real-life examples of e-mail campaign successes and failures -- explaining exactly why each soared or sank.
Over-mailing * Under-testing * Poorly constructed messages * Effective E-Mail Marketing shows marketers how to avoid these and hundreds of other problems, and how to craft messages that build rapport -- and sales -- to consumers worldwide. All marketers using the Web will want to look here first to learn the truth about:
* Adapting mass-market messages to this one-to-one medium
* Strategies for increasing mailing frequency without increasing ""opt-outs""
* Techniques that reach through the screen to grab the reader
* Words and phrases that drive response -- and those that guarantee rejection
At last, a book full of hard-boiled e-marketing tips to replace unproven theories!"
- ISBN10 0814426484
- ISBN13 9780814426487
- Publish Date 14 May 2014 (first published 17 June 2002)
- Publish Status Active
- Publish Country US
- Publisher HarperCollins Focus
- Imprint Amacom
- Format eBook
- Pages 287
- Language English