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Email Marketing: An Hour a Day

Book Description

If the idea of starting an email marketing campaign overwhelms you, the authors of Email Marketing: An Hour a Day will introduce you to email marketing basics, demonstrate how to manage details and describe how you can track and measure results.  Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute an email marketing campaign in just one hour a day.  When you feel comfortable with the basics, learn how to use video and audio enabled email, implement tools like mobile devices and leverage social networks.

Table of Contents

  1. Copyright
  2. Advance Praise for Email Marketing: An Hour a Day
  3. Dear Reader,
  4. Acknowledgments
  5. About the Authors
  6. Foreword
    1. About David Gilmour
  7. Introduction
    1. Who Should Buy This Book
    2. What's Inside
    3. How to Contact the Authors
  8. 1. Understanding Email Marketing Today
    1. 1.1. How We Got Here
    2. 1.2. What Email Means to Your Audience
    3. 1.3. The Five Types of Email
      1. 1.3.1. Awareness
      2. 1.3.2. Consideration
      3. 1.3.3. Conversion
      4. 1.3.4. Product Usage
      5. 1.3.5. Loyalty
    4. 1.4. Understanding the Economic Impact of Email
    5. 1.5. Test Your Knowledge
  9. 2. The Five Critical Elements of Every Email You Create
    1. 2.1. Creating Brand Impact
      1. 2.1.1. Determining How Much Brand Equity Your Emails Carry
        1. 2.1.1.1. Heatmapping to Determine Your Existing Brand Equity
        2. 2.1.1.2. Why Understanding Brand Equity Matters
        3. 2.1.1.3. What to Do When Your Brand Equity Is Low
    2. 2.2. Adding Intelligence to Your Design
      1. 2.2.1. Basic Elements of Intelligent Email
      2. 2.2.2. Using This Insight to Your Advantage
        1. 2.2.2.1. Email/Search/Display Integration
          1. 2.2.2.1.1. Starting with Your In-House File
          2. 2.2.2.1.2. Starting with External Intelligence
    3. 2.3. Driving the Purchase
      1. 2.3.1. Waging the War Against Email ADD
      2. 2.3.2. Beyond the Email Content: What You Need to Know
    4. 2.4. Creating Transactional/Service Messages
    5. 2.5. Adding Viral Marketing Elements
      1. 2.5.1. Two Ways to Define Success of Your Viral Marketing Efforts
        1. 2.5.1.1. Quantitative Measures
        2. 2.5.1.2. Qualitative Measures
      2. 2.5.2. Best Practices for Creating a Buzz Using Viral Efforts or Word of Mouth
    6. 2.6. Test Your Knowledge
  10. 3. Getting Ready to Build Your Email Marketing Efforts
    1. 3.1. Aligning Your Strategy with Your Tools
      1. 3.1.1. Determining Your Tools: A Ten-Point Strategy
    2. 3.2. Evaluating Vendors
      1. 3.2.1. A Checklist to Maximize Your Vendor Selection Process
    3. 3.3. Organizational Readiness: Resources Required for Success
    4. 3.4. Budgeting for the Future
    5. 3.5. Justification: Selling Your Boss on the Return on Investing in Email
    6. 3.6. Test Your Knowledge
  11. 4. What Happens Once You Send Your Email
    1. 4.1. Defining the Analytics Framework
      1. 4.1.1. Start with Your Email Marketing Plan, and Expand It to Include Your Companys Growth Plan
        1. 4.1.1.1. Mapping Entrance and Exit Points
        2. 4.1.1.2. The Analytics Plan
          1. 4.1.1.2.1. What Your Analytics Program Should Tell You
          2. 4.1.1.2.2. Choosing an Analytics Program
    2. 4.2. What to Do If Something Goes Wrong
      1. 4.2.1. So, What Do You Do When It Happens to You?
        1. 4.2.1.1. The Background
        2. 4.2.1.2. The Mistake
        3. 4.2.1.3. The Call from the Client
        4. 4.2.1.4. The Response
    3. 4.3. Revisiting Your Budget
    4. 4.4. The Email Marketing Database and Future Multichannel Efforts
      1. 4.4.1. Phase 1: Awareness
      2. 4.4.2. Phase 2: Engagement
      3. 4.4.3. Phase 3: Consideration
      4. 4.4.4. Phase 4: The Buy
      5. 4.4.5. Making the Most of Your Email in a Multichannel Environment
      6. 4.4.6. What This Means When You Are Setting Up Your Initial Email Database
    5. 4.5. The Top Five Ways You Can Mess Things Up If You Are Not Really Careful
    6. 4.6. Test Your Knowledge
  12. 5. Eight Key Drivers of Your Email Campaign
    1. 5.1. Key Driver 1: Email Address Acquisition
      1. 5.1.1. Your Website
      2. 5.1.2. Other Channels
      3. 5.1.3. Third-Party Sources
        1. 5.1.3.1. Co-Registration
        2. 5.1.3.2. Sweepstakes
        3. 5.1.3.3. Email Appending
        4. 5.1.3.4. List Rental
        5. 5.1.3.5. Email Newsletter Sponsorship
      4. 5.1.4. Welcome to the Campaign!
    2. 5.2. Key Driver 2: Creative/Copy
      1. 5.2.1. The From Line
      2. 5.2.2. Subject Lines
      3. 5.2.3. The Spam Check
      4. 5.2.4. The Width of Your Email Template
      5. 5.2.5. The Length of Your Email Template: Work Above the Fold
      6. 5.2.6. Email Creative Best Practices
    3. 5.3. Key Driver 3: Making the Data Work
    4. 5.4. Key Driver 4: Multichannel Integration
    5. 5.5. Key Driver 5: Technology (Delivery, Deployment, and Design)
    6. 5.6. Key Driver 6: Reporting/Analytics
    7. 5.7. Key Driver 7: Privacy/Governmental Control
      1. 5.7.1. State Registries
      2. 5.7.2. Privacy Policy Best Practices
    8. 5.8. Key Driver 8: Reactivation
    9. 5.9. Test Your Knowledge
  13. 6. Preparing Your Email Marketing Strategy
    1. 6.1. Week 1: Preparing Your Resource Arsenal
      1. 6.1.1. Monday: Getting Smart (the Seven Essential Truths About Email Marketing)
        1. 6.1.1.1. Truth 1: Email Has Evolved into a Cornerstone of Our Lives
        2. 6.1.1.2. Truth 2: Email Marketing Best Practices Change, All the Time
        3. 6.1.1.3. Truth 3: Any Type of Messaging Done Electronically Is Email Marketing
        4. 6.1.1.4. Truth 4: Email Addresses Mean Money; Don't Ignore Your Non-responders
        5. 6.1.1.5. Truth 5: This Is Not "The Farmer in the Dell"
        6. 6.1.1.6. Truth 6: Technology Partners Often Act Like Military Members
        7. 6.1.1.7. Truth 7: Ignore the Rules (Except the Law)
      2. 6.1.2. Tuesday: Evaluating Tools and Resources
        1. 6.1.2.1. Quiz: What the H^&* Am I Trying to Do with My Emails?
        2. 6.1.2.2. Knowing What Technologies or Services You May Need
      3. 6.1.3. Wednesday: Budgeting
        1. 6.1.3.1. Budget Timing and Assessment
      4. 6.1.4. Thursday: Related Marketing Initiatives
      5. 6.1.5. Friday: Getting the Boss to Sign the Check
    2. 6.2. Week 2: Building the Blueprint for Success
      1. 6.2.1. Monday: Evaluating Your Current House File and File Size Needs
      2. 6.2.2. Tuesday: Creating the Acquisition Plans
      3. 6.2.3. Wednesday: Focusing on the Opt-In Process and Customer Preference Centers
        1. 6.2.3.1. Opt-in Examples
      4. 6.2.4. Thursday: Reviewing the Opt-Out Process
      5. 6.2.5. Friday: Making Sure Your Landing Pages Are a Good Place to Land
        1. 6.2.5.1. The Recipe for Successful Landing Pages
        2. 6.2.5.2. How to Determine the Appropriate Destination for Your Email Links
        3. 6.2.5.3. Why Data Capture on Any Landing Page Makes Sense
    3. 6.3. Week 3: Counting Down to "Go Time"
      1. 6.3.1. Monday: Mapping Out a Realistic Strategy
        1. 6.3.1.1. The Strategy/Workflow Organizer for Email
      2. 6.3.2. Tuesday: Defining Your Data Transfer Process
        1. 6.3.2.1. A Few Basics About Your Data Strategy
        2. 6.3.2.2. Small Companies, or Companies with Limited Database Ability
        3. 6.3.2.3. Midsize Companies, or Companies with Moderate Database Abilities
        4. 6.3.2.4. Large Companies or Large CRM Databases
      3. 6.3.3. Wednesday: Making Sure Your Tracking Links Will Work
      4. 6.3.4. Thursday: Checking for the Deliverability Basics
        1. 6.3.4.1. Step 1: Check Your Content for Spam Triggers
        2. 6.3.4.2. Step 2: Consider Plain Text for Your Message Format
        3. 6.3.4.3. Step 3: Let Everyone Know You're a Good Internet Citizen
        4. 6.3.4.4. Step 4: Follow the Letter of the Law
        5. 6.3.4.5. Why These Steps Are Important
      5. 6.3.5. Friday: Testing for Actionability
    4. 6.4. Week 4: Testing Your Way to the First Campaign
      1. 6.4.1. Monday: Choosing the Subject Line Strategy
      2. 6.4.2. Tuesday: Making Sure Your Content Can Be Seen
        1. 6.4.2.1. Whitelisting
        2. 6.4.2.2. Forms Rendering
      3. 6.4.3. Wednesday: Ensuring Personalization Is Accurate
      4. 6.4.4. Thursday: Remembering That Emails Get Forwarded and Saved
      5. 6.4.5. Friday: Going Through the Success Checklist One More Time
    5. 6.5. Test Your Knowledge
  14. 7. Month 2: Ensuring Success as You Launch Your Campaign
    1. 7.1. Week 1: Sending Your First Campaign
      1. 7.1.1. Monday: What to Do Once You Hit Send
      2. 7.1.2. Tuesday: Reading Reports
      3. 7.1.3. Wednesday: Managing Customer Service Replies
      4. 7.1.4. Thursday: Matching Your Response Rates to Your Forecast and Plan
      5. 7.1.5. Friday: Keeping Your Database Clean and Your Reputation Strong
    2. 7.2. Week 2: Creating a Plan to Optimize Your Results
      1. 7.2.1. Monday: What Your Reports Are Really Saying
      2. 7.2.2. Tuesday: Analyzing the Effectiveness of Your Creative
        1. 7.2.2.1. Mass Convenience
        2. 7.2.2.2. Ease of Use
        3. 7.2.2.3. Creative Efficiency
        4. 7.2.2.4. Clarity
        5. 7.2.2.5. Conciseness
        6. 7.2.2.6. Consistency
        7. 7.2.2.7. Personalization
        8. 7.2.2.8. Design Tips from the Pros
      3. 7.2.3. Wednesday: Pulling Together the Comprehensive Report
      4. 7.2.4. Thursday: Optimizing the Opt-In Points on Your Website
      5. 7.2.5. Friday: Creating Your Test
    3. 7.3. Week 3: Measuring Email's Impact on Other Channels
      1. 7.3.1. Monday: Measuring the Role of Email in a Customer's Purchase
        1. 7.3.1.1. Effective Subject Lines
      2. 7.3.2. Tuesday: Determining the Value of Your Email Addresses and Campaigns
        1. 7.3.2.1. Apply the Valuations
      3. 7.3.3. Wednesday: Increasing Email Sending Costs to Improve Top-Line Results
      4. 7.3.4. Thursday: Exploring Web Analytics and Email Integration
        1. 7.3.4.1. Vendors Today Are Doing Real Integration
        2. 7.3.4.2. Small Doses of Relevancy
        3. 7.3.4.3. Clickstream Targeting Correlates with Improved Performance!
          1. 7.3.4.3.1. Using Web Analytics to Optimize Opt-In Points of Interest
          2. 7.3.4.3.2. Optimizing Site Drop-Off Points
          3. 7.3.4.3.3. Using Web Analytics to Match Back to Demographic Targets
      5. 7.3.5. Friday: Finding and Targeting Your Advocates
    4. 7.4. Week 4: Promoting Your Email Results Within Your Organization
      1. 7.4.1. Monday: Effecting Email Used in Other Parts of Your Organization
        1. 7.4.1.1. Purpose
        2. 7.4.1.2. Frequency
        3. 7.4.1.3. Platform
      2. 7.4.2. Tuesday: Sharing Results with Your Online Peers
        1. 7.4.2.1. New Subscribers from Paid Search Listings
        2. 7.4.2.2. Call Center Data
      3. 7.4.3. Wednesday: Sharing Results with Your Offline Peers
        1. 7.4.3.1. Store or Other Channel Information
        2. 7.4.3.2. Support, Fulfillment, and Service
        3. 7.4.3.3. Banners That Do Not Appear in the Browser
      4. 7.4.4. Thursday: Using Your Email Results for PR Purposes
      5. 7.4.5. Friday: Looking Ahead to Dynamic Content
    5. 7.5. Test Your Knowledge
  15. 8. Month 3: Adding Bells and Whistles
    1. 8.1. Week 1: Using Email as a Feedback Tool
      1. 8.1.1. Monday: Leveraging Email Surveys
      2. 8.1.2. Tuesday: Designing an Email Survey
      3. 8.1.3. Wednesday: Polls in Emails
        1. 8.1.3.1. Using a mailto Link for Active Polling
        2. 8.1.3.2. Using an HTML Link in the Email
        3. 8.1.3.3. Voting Using a Form
      4. 8.1.4. Thursday: Email Focus Groups
        1. 8.1.4.1. Net Promoter Score
        2. 8.1.4.2. Email Discussion Group
      5. 8.1.5. Friday: Email-Driven Testimonials
        1. 8.1.5.1. Customer-Driven Content
    2. 8.2. Week 2: Creating Video- and Audio-Enabled Emails
      1. 8.2.1. Monday: Deciding Whether Using Audio or Video Is Right for Your Emails
        1. 8.2.1.1. Should I use audio or video in my emails?
      2. 8.2.2. Tuesday: Building the Five Layered Emails
        1. 8.2.2.1. Layer 1: The Flat HTML Version
        2. 8.2.2.2. Layer 2: The Animated GIF Version (with No Sound)
        3. 8.2.2.3. Layer 3: The Animated GIF Version with Sound
        4. 8.2.2.4. Layer 4: The Flash or Video Email (with No Sound)
        5. 8.2.2.5. Layer 5: The Flash or Video Email with Sound
      3. 8.2.3. Wednesday: Making Your Video Email Viral
      4. 8.2.4. Thursday: Making Your Video Email an Integrated Part of a Larger Campaign
      5. 8.2.5. Friday: Allowing Your Reader to Create Their Own Video Email
    3. 8.3. Week 3: Creating Mobile Email
      1. 8.3.1. Monday: Why Your Email Needs to be Mobile
      2. 8.3.2. Tuesday: The Mobile Email Creative
      3. 8.3.3. Wednesday: How Many Readers in Your Database Are Reading "on the Run"?
      4. 8.3.4. Thursday: Defining Your Mobile Email Preference Center
      5. 8.3.5. Friday: Making Your Current Email Strategy Work in a Mobile World
        1. 8.3.5.1. Your Mobile Email Success Checklist
    4. 8.4. Week 4: Creating Social Email
      1. 8.4.1. Monday: When Email Is Used on Social Networks
      2. 8.4.2. Tuesday: Response Guidelines for Social Email
      3. 8.4.3. Wednesday: Reviewing Results for Social Email
      4. 8.4.4. Thursday: Social Messaging: Thinking Inside the Box
      5. 8.4.5. Friday: Keeping the Use of Social Email in "Check"
    5. 8.5. Test Your Knowledge
  16. 9. Getting Ready for Year 2 and Beyond
    1. 9.1. Iterative Financial Analysis: Analytics Over Time
      1. 9.1.1. A Top-Down View of Annual Performance
      2. 9.1.2. Analyzing Individual Subscriber Segment Performance
      3. 9.1.3. List Health
      4. 9.1.4. Financial Performance/Budget to Plan Performance
      5. 9.1.5. The Necessity of Rebudgeting
    2. 9.2. ESP Refresh: Evaluating Your ESP and Technology Partners
    3. 9.3. Assessing Future Trends
    4. 9.4. Journey On
  17. A. Vendor Resource List
    1. A.1. Associations, Events, and Publications
    2. A.2. Email Service Providers
    3. A.3. Delivery Service Providers and Reputation and Accreditation Management Services
    4. A.4. Market Research, Agencies, and Consultants
    5. A.5. Technology Vendors
    6. A.6. Web Analytics Vendors
  18. B. Email Checklists
    1. B.1. Email Design
      1. B.1.1. Content
      2. B.1.2. Subject Line
      3. B.1.3. Preheader/Header
      4. B.1.4. Preview Pane
      5. B.1.5. Message Construct
      6. B.1.6. Recovery Module
      7. B.1.7. Footer
    2. B.2. Code QA Testing
      1. B.2.1. Precheck HTML File
      2. B.2.2. Precheck Text File
      3. B.2.3. Conduct Rendering Testing
  19. Glossary
  20. More Advance Praise for Email Marketing: An Hour a Day