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Email Marketing: An Hour a Day by David Gilmour, David Daniels, Jeanniey Mullen

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Chapter 3. Getting Ready to Build Your Email Marketing Efforts

In the previous chapter, we explored the importance of brand and how you can leverage email intelligently across the entire consideration and purchase cycle. What we will explore in this chapter are the tools and resources to execute email marketing well. To become a skilled email marketer, you also need the right tools to complement your strategy, and these tools come at a cost. We will provide some useful examples of how to justify these expenses and get the most out of your marketing dollars.

Chapter Contents

  • Aligning Your Strategy with Your Tools

  • Evaluating Vendors

  • Organizational Readiness: Resources Required for Success

  • Budgeting for the Future

  • Justification: Selling Your Boss on the ...

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