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When it first came on the scene in the early to mid 1990s, e-mail marketing was the hottest, most productive marketing tool on the map. Then things changed. Too many marketers sent millions of e-mails (hunting) instead of building relationships with their subscribers (farming). The authors share their wisdom about how to make e-mail an effective tool for finding new customers and mining existing customers more profitably.
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Successful e-mail marketing strategies: from hunting to farming
2009, Racom Communications
in English
1933199164 9781933199160
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Book Details
Table of Contents
E-mail marketing: something new and wonderful
E-mail marketing: hunting or farming
Campaign performance measurement
The farming of subscribers
The importance of relevant e-mails
E-mail subscriber lifetime value
E-mail marketing to subscriber segments
Acquiring permission-based e-mail addresses
Creating powerful subject lines
How to write compelling e-mails
Listening to customers
The frequency debate: how much e-mail is enough?
The power of transactional e-mails
How to send triggered e-mails
Interactivity: making each e-mail an adventure
Testing to improve your marketing
Customer retention and loyalty
Viral marketing
Using analytics to boost e-mail success
Business to business e-mail marketing
Building retail store traffic
Organizing and managing e-mail programs
The future of e-mail marketing.
Edition Notes
Includes bibliographical references and index.
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Feedback?January 25, 2022 | Edited by ImportBot | import existing book |
September 25, 2020 | Edited by MARC Bot | import existing book |
June 27, 2012 | Created by LC Bot | import new book |