Jeanne
The Email Marketing Kit:The Ultimate Email Marketers Bible
By Jeanne Jennings
Preface
According to the Direct Marketing Association, email delivers the highest return-on-investment (ROI) of any other marketing vehicle, at $57.25 for every dollar spent. That’s why the vast majority (80% in a recent survey done by JupiterResearch) of companies are increasing their email marketing budgets each year. It’s also why, no matter what business you’re in, you should be leveraging the email channel to its fullest. That’s what this book will help you do.
To many observers, email marketing looks easy. It’s not. But effective email marketing can be learned. It begins with knowledge. The knowledge you’ll need to get started is right here in the firm of standards, best practices and key learnings from my seventeen-plus years of email marketing successes – and a few failures. If you read this book you’ll be able to avoid the most common mistakes that inexperienced email marketers make. You’ll also be able to develop a new email campaign, or tweak your existing email program, so that it has a high chance of success.Many companies have avoided using email as a marketing tool because they feared being labeled “spammers.” This is a legitimate concern. Email marketing is about developing a relationship with your recipients and if they feel you’re misusing or abusing that relationship they won’t hesitate to report you as a spammer. Even organizations with the best intentions can get caught in this trap. By reading this book you’ll get an understanding of the things that drive readers to the “this is spam” button and learn how to minimize your chances of getting branded with this scarlet letter. The first step to effective email marketing is growing your own house list. It’s much less expensive than renting third-party lists and usually garners better response. This is one of the most difficult parts of email marketing; many organizations focus on the email itself and then find that they don’t have anyone to send it to. In this book you’ll learn about the best ways to get prospects and customers to opt-in to receive email from you. Deliverability is another challenge you’ll face; a recent study showed that 22.0% of legitimate opt-in emails are being incorrectly filtered as spam. To combat this, you need to take a multi-pronged approach, incorporating pro-active measures to get to the inbox with monitoring of the most popular blacklists and development of a plan for if or when you find you are blacklisted. You’ll gain an understanding of all this in the book. Email marketing levels the playing field; a small company with minimal budget can get great results from email just as easily as a large company with a huge budget. Whether you’re looking to start doing email marketing or wanting to improve the effectiveness of your existing email marketing program, this book can help.
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