Email marketing in a digital world : the basics and beyond /

Email marketing in a digital world : the basics and beyond /

Despite annual predictions of its demise, email marketing remains one of the most important tools for businesses and other organizations. The reason is simple. Other communication tools, including the collective proliferation of social and digital media channels, cannot duplicate or recreate the uni...

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Bibliographic Details
Main Authors: Hanna, Richard C. (Author), Swain, Scott D. (Author), Smith, Jason (Author)
Format: Electronic eBook
Language:English
Published: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016.
Edition:First edition.
Series:Digital and social media marketing and advertising collection.
Subjects:
Internet marketing.
Electronic mail messages.
Email marketing
email metrics
email history
CAN-SPAM
A/B testing
social media
email lists
segmentation
big data
Online Access:An electronic book accessible through the World Wide Web; click to view
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Table of Contents:
  • Part 1. What everyone should know about email
  • 1. Email still matters
  • 2. You've got mail! A trip down memory lane
  • 3. The anatomy of an email and email environments
  • 4. The metrics of email marketing
  • Part 2. Email marketing strategy
  • 5. Consumer decision making and the role of email
  • 6. Making a list that is worth its weight in gold
  • 7. Optimizing emails and A/B testing
  • Part 3. Beyond the basics of email
  • 8. The personalities of email users
  • 9. Social media and email: friend, ally, or frenemy?
  • 10. Integrating email with big data
  • Index.

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