List of Truths & Sample Content

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