In this chapter, we will review key drivers to building a successful email campaign. Make sure you have that highlighter in hand because we'll show you how to apply general email tactics to specific types of businesses and business models. Underlying all the key macro drivers is your overall email marketing strategy. We will continue to reinforce the strategy guidance that we laid out in previous chapters, but now it is time for you to examine the nuances of the tactics that will be the foundation of your email marketing program.
Key Driver 1: Email Address Acquisition
Key Driver 2: Creative/Copy
Key Driver 3: Making the Data Work
Key Driver 4: Multichannel Integration
Key Driver 5: ...