The Truth About Email Marketing
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  1. Introduction - ix
  2. Foreword by Mark Brownlow - xiii
  3. Part IThe Truth About Why Email Works
    1. Truth 1Email is a powerful marketing tool - 1
    2. Truth 2Permission-based email marketing is not spam - 5
    3. Truth 3Email marketing is extremely cost-effective, targeted, and measurable - 9
    4. Truth 4 Email is stronger than ever - 13
  4. Part IIThe Truth About Email Budgeting and ROI
    1. Truth 5Don't be cheap: email cuts other costs, so invest in it - 17
    2. Truth 6Using email ROI to guide your budget - 21
    3. Truth 7PDF DocumentKeeping your email program alive when budgets are cut - 25
  5. Part IIIThe Truth About Organizing an Email Department
    1. Truth 8Deciding to outsource or bring in-house - 29
    2. Truth 9Finding the right partner - 33
    3. Truth 10Getting the ball rolling with your email marketing partner - 37
    4. Truth 11What makes a good email marketing manager - 41
  6. Part IVThe Truth About Customer-Focused Email Strategy
    1. Truth 12PDF DocumentHow to be relevant - 45
    2. Truth 13Making your first impression count - 49
  7. Part VThe Truth About Creating and Growing a List
    1. Truth 14It is not easier to ask for forgiveness - 53
    2. Truth 15How to create an email list - 57
    3. Truth 16Using lead-generation tactics to build your list - 61
    4. Truth 17Complement email list growth with search - 67
    5. Truth 18Keep a clean list - 71
    6. Truth 19The benefits of a robust preference center - 75
    7. Truth 20Get more from your email list - 79
  8. Part VIThe Truth About Best Practices
    1. Truth 21PDF DocumentLength and your call to action - 83
    2. Truth 22Creating an email newsletter - 87
    3. Truth 23Establishing the right email frequency - 91
    4. Truth 24Personalization - 95
    5. Truth 25Segment lists for more targeted emails - 99
    6. Truth 26Great Subject lines drive a strong response - 103
    7. Truth 27Consider the From line - 107
    8. Truth 28Test, test, test - 111
    9. Truth 29Maximizing system-generated and automated emails - 115
    10. Truth 30Use your signature line - 119
    11. Truth 31Top to bottom advice for better emails - 123
    12. Truth 32Audit your email program annually - 127
  9. Part VIIThe Truth About Getting into and Optimizing the Inbox
    1. Truth 33The basics of deliverability - 131
    2. Truth 34Understanding rendering - 135
    3. Truth 35Creating email campaigns for mobile devices - 139
  10. Part VIIIThe Truth About Measuring Email Performance
    1. Truth 36Know your email metrics, part 1 - 143
    2. Truth 37Know your email metrics, part 2 - 147
    3. Truth 38Remarketing for results - 151
  11. Part IXThe Truth About Privacy and CAN-SPAM
    1. Truth 39Understanding the CAN-SPAM Act - 155
    2. Truth 40A closer look at spam - 159
    3. Truth 41The varying levels of permission - 163
    4. Truth 42What your privacy policy should cover - 169
  12. Part XThe Truth About Automated Email
    1. Truth 43Create a meaningful welcome message - 173
    2. Truth 44Creating an unsubscribe process - 177
    3. Truth 45The right (and wrong) ways to monitor replies to your email campaigns - 181
  13. Part XIThe Truth About B2B and International Email Programs
    1. Truth 46Delivering on business-to-business (B2B) email campaigns - 185
    2. Truth 47Best practices for international email efforts - 189
  14. Part XIIThe Truth About Where Email Is Headed
    1. Truth 48PDF DocumentThe impact of social media on email - 193
    2. Truth 49The future of email marketing - 197
  1. References - 201
    Acknowledgments - 204
    About the Author - 206

  2. Appendixes (on the companion Web site only)
    1. PDF DocumentAppendix A - Recommended sites, newsletters, and blogs
    2. PDF DocumentAppendix B - Glossary
    3. PDF DocumentAppendix C - Useful Statistics
  3. Resources
  4. Printed in the United States of America
    First Printing August 2008

    ISBN-10: 07897-3794-9
    ISBN-13: 09780789737946

    Pearson Education LTD.
    Pearson Education Australia PTY, Limited.
    Pearson Education Singapore, Pte. Ltd.
    Pearson Education North Asia, Ltd.
    Pearson Education Canada, Ltd.
    Pearson Educatio[ac]n de Mexico, S.A. de C.V.
    Pearson Education[md]Japan
    Pearson Education Malaysia, Pte. Ltd.

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