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The Constant Contact Guide to Email Marketing

Book Description

The leading email marketing firm shows you how to create high-impact, low-cost campaigns

Email marketing is an incredibly cost-effective way to establish and build relationships that drive business success. But, it can also be a challenge because the inbox is a hostile environment. Whether your email is noteworthy—or an annoying waste of your customer's time—depends on your ability to stick to stick the fundamentals of good marketing and authentic relationship building.

The Constant Contact Guide to Email Marketing presents best practices and relationship-building principles from America's leading email marketing firm. With over 280,000 small business and non-profit clients, Constant Contact is constantly testing and learning what works and what doesn't, and it's all here. There's no other email guide on the market that provides this level of comprehensive, practical guidance. Whether you're starting your own small business or need to grow on a shoestring budget, this book will get you up to speed fast.

Learn about:

  • Ten email pitfalls that will get your business into trouble
  • Ten things your customers expect you to do
  • The "soft" benefits of email marketing
  • Using email in combination with other marketing efforts
  • How four types of permissions can make or break your strategy
  • Building an email list that is valuable and effective
  • Creating valuable content
  • Choosing an effective, professional email format
  • Ensuring your emails are delivered, opened, and read

With The Constant Contact Guide to Email Marketing, you'll learn to avoid the common mistakes of email marketing, give your customers content they love, and combine an effective email marketing strategy with your traditional marketing efforts—giving you way more bang for your marketing buck.

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Acknowledgements
  4. Chapter 1 - The 40 “Know It or Blow It” Rules of Email Marketing
    1. Ten Keys to Your Overall Email Marketing Success
    2. Ten Things Your Customers Expect You to Do
    3. Ten Ways to Get Your Business in Trouble with Email
    4. Ten Reasons to Use an Email Marketing Service Provider
  5. Chapter 2 - The Power of Email Relationships
    1. Building Customer Relationships with the Constant Contact Cycle
    2. Four Examples and Rewards of Running a Relationship Business
  6. Chapter 3 - Making Money: The Economics of Email
    1. How to Maximize the Return on Your Email Marketing Dollars
    2. Reaping the Soft Benefits of Email Marketing
  7. Chapter 4 - The Benefits of Permission-Based Email Marketing
    1. Is Your Email Glamorous or Spam-orous?
    2. Adhering to the CAN-SPAM Act
    3. How Four Types of Permission Can Make or Break Your Strategy
  8. Chapter 5 - Building a Quality Email List
    1. Finding Places to Make Valuable Connections
    2. Mapping Out Your Connection Points
    3. Tips for Maximizing Email Address Collection
  9. Chapter 6 - Making Your Email List More Valuable
    1. Strike While the Iron Is Hot
    2. Increasing the Value of a List over Time
  10. Chapter 7 - The Three Rules of Valuable Email Content
    1. Rule 1: Work Off a Plan
    2. Rule 2: It’s Not About You
    3. Rule 3: Choose a Variety of Sources for Your Content
  11. Chapter 8 - Creating Email Content That Leads to Action
    1. Tying Email Content to Your Objectives
    2. Writing Great Email Content
    3. Calling for Action with Your Email Content
    4. Inserting Action Links in Your Emails
  12. Chapter 9 - Looking Professional: Choosing an Effective Email Format
    1. Determining Content-Appropriate Formats
    2. Branding Emails Consistently
    3. Ten Email Formats Every Business Should Know About
  13. Chapter 10 - Making Introductions: Subject Lines, From Lines, and Frequency
    1. Email From Lines: Do I Know You?
    2. Subject Lines: Do I Care?
    3. Email Frequency and Length: Do I Have Time?
  14. Chapter 11 - Email Filters and Other Delivery Challenges
    1. Email Filtering, Bouncing, and Blocking
    2. Maximizing Delivery: Nontechnical Issues
    3. Maximizing Delivery: Technical Issues
  15. Chapter 12 - Tracking and Improving Email Campaigns
    1. Why Tracking Is Important for Building Relationships
    2. How Tracking Works
    3. What to Do About Tracking Data
  16. Chapter 13 - Collecting More Feedback with Surveys
    1. The Benefits of Ongoing Feedback
    2. How to Ask the Right Questions
    3. Four Key Places to Collect Feedback
  17. Chapter 14 - Getting Beyond the Inbox
    1. Creating and Managing an Email Archive
    2. The Benefits of an Email Archive
  18. About the Author
  19. About Constant Contact
  20. Index