Email Marketing By the Numbers How to Use the World Greatest Marketing Tool to Take Any Organization to the Next Level 1st Edition by Chris Baggott ISBN 1118045017 9781118045015

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ISBN 10: 1118045017 
ISBN 13: 9781118045015
Author: Chris Baggott

E-mail is one of the greatest, most revolutionary marketing tools ever invented. Unfortunately, most businesses have no idea of its full potential-they think e-mail is nothing more than an electronic version of their normal marketing materials, such as newsletters. In E-Mail Marketing By the Numbers, Chris Baggott reveals the e-mail marketing tactics used by some of the biggest and most successful companies-and he shows small and mid-sized business owners how to level the playing field by applying those same techniques-at very low cost-to their marketing efforts.

Email Marketing By the Numbers How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level 1st Table of contents:

CHAPTER 1: WHAT IS MARKETING’S GOAL?
LTV LESSON ONE
LTV LESSON TWO
LTV LESSON THREE
LTV LESSON FOUR
LTV LESSON FIVE
WHAT ARE OTHER MARKETERS THINKING?
CHAPTER 1 REVIEW
CHAPTER 2: IS EMAIL THE PERFECT MARKETING TOOL?
WHAT DOES ALL OF THIS HAVE TO DO WITH EMAIL MARKETING?
FOUR REASONS WHY EMAIL IS A PHENOMENAL MARKETING MEDIUM
EMAIL IS A GREAT EQUALIZER—SIZE AND BUDGET REALLY DON’T MATTER
WHAT ARE OTHER MARKETERS THINKING?
CHAPTER 2 REVIEW
CHAPTER 3: WHAT’S WRONG WITH EMAIL?
SO WHAT’S THE BIG PROBLEM WITH FREQUENCY AND REACH CAMPAIGNS?
WHAT ARE OTHER MARKETERS THINKING?
CHAPTER 3 REVIEW
CHAPTER 4: SUBSCRIBER ENGAGEMENT: WHAT MATTERS?
EMAIL ENGAGEMENT CHECKLIST
EMAIL ENGAGEMENT CHECKLIST: HANDHELD DEVICES
SOME EMAILS ARE MORE PRONE TO ENGAGEMENT THAN OTHERS
WHAT TO DO WHEN LIST QUALITY IMPACTS ENGAGEMENT
THE FINAL ENGAGEMENT RULE YOU MUST REMEMBER
WHAT ARE OTHER MARKETERS THINKING?
CHAPTER 4 REVIEW
CHAPTER 5: BUILDING A KILLER DATABASE
EMAIL COLLECTION: WHAT NOT TO DO
PERMISSION AND OPT-IN ARE SYNONYMOUS
IT ALL STARTS WITH EMAIL ADDRESS ACQUISITION …
BEYOND THE EMAIL ADDRESS
WHAT ARE OTHER MARKETERS THINKING?
CHAPTER 5 REVIEW
CHAPTER 6: SEGMENTING FOR RELEVANCE
BASIC SEGMENTATION 101: WHAT IS IT?
WHAT BEHAVIOR SHOULD YOU LOOK FOR?
RECOMMENDED SEGMENT: THE “BEST”
THE SUBSCRIBER BASE AS AN ASSET
BUILDING VALUE
SEGMENTATION AND TARGETING METHODOLOGIES
WHAT ARE OTHER MARKETERS THINKING?
CHAPTER 6 REVIEW
CHAPTER 7: FINDING AND CREATING RELEVANT CONTENT
WARNING: CONSUMERS WILL REVOLT AGAINST IRRELEVANT CONTENT!
HOW DO I CREATE RELEVANT CONTENT?
BUILDING OR SOURCING RELEVANT CONTENT IS NOT NECESSARILY MORE WORK
WHAT ARE OTHER MARKETERS THINKING?
CHAPTER 7 REVIEW
CHAPTER 8: THE ROLE OF EMAIL IN VIRAL AND WORD-OF-MOUTH MARKETING
WHAT ARE OTHER MARKETERS THINKING?
CHAPTER 8 REVIEW
CHAPTER 9: ANALYTICS THAT MATTER
WHAT SHOULD YOU MEASURE?
WHAT ARE OTHER MARKETERS THINKING?
CHAPTER 9 REVIEW
CHAPTER 10: TESTING AGAINST YOUR GOALS
WHAT SHOULD YOU TEST?
GETTING STARTED WITH YOUR TEST
MULTIVARIATE TESTING
WHAT ARE OTHER MARKETERS THINKING?
CHAPTER 10 REVIEW
CHAPTER 11: USING SURVEYS, FORMS, AND OTHER FEEDBACK TOOLS
SO WHAT’S THE ISSUE WITH SURVEYS?
PRIVACY
CHAPTER 11 REVIEW
CHAPTER 12: TRIGGERS, TRANSACTIONS, AND INTEGRATION
THE EXPERTS WEIGH IN
CHAPTER 12 REVIEW
CHAPTER 13: ARE YOU A SPAMMER?
WHAT ARE OTHER MARKETERS THINKING?
CHAPTER 13 REVIEW

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