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!
Author: Herschell Gordon Lewis
Paperback: 304 pages
Company: AMACOM (2002-06-17)
ISBN: 0814471471
List Price: $24.95
Amazon Price: $13.28
Used Price: $8.99
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