Jeanne
The Email Marketing Kit:The Ultimate Email Marketers Bible
By Jeanne Jennings
What's In This Book
Chapters 4 through 6
< Read About Chapters 1 through 3
One of the biggest challenges you’ll face is growing your own in-house email list, called “acquisition.” Chapter 4 presents the benefits of building your own list, as well as outlining the business case for opt-in. You’ll learn about the best ways, online and offline, to grow your list without spending a fortune; you’ll also be introduced to acquisition methods which aren’t permission-based, which you should avoid at all costs. Also here: tips for creating and optimizing an email opt-in for your Website, which is one of the most cost-effective ways to grow your email list.
Chapter 5 gives you creative guidelines for email, including writing copy, designing HTML and using from and subject lines effectively. The focus is on the “prime real estate” in every email – the portions that appear in the preview pane and “above the fold.” Good creative can dramatically improve response to your emails; you’ll find the troubleshooting guide, with typical weaknesses and their creative fixes, one of the most useful parts of this book. There’s also a case study highlighting a small, inexpensive change that resulted in a 50% lift in click-through rates on one email newsletter – and it’s something you can implement today with just a little bit of time and no additional cost.
Deliverability, or getting your email delivered to your recipients’ inboxes, is another challenge you’ll face, but it’s not insurmountable. A recent study found that on average 22.0% of legitimate email messages were being mistaken for spam; that’s one in five emails sent. Read Chapter 6 and you’ll gain an understanding of the issues surrounding deliverability as well as tools you can use to make sure your email gets to the inbox. Also here: what to do if you find that your email is being filtered as spam.
Read About Chapters 7 through 12 >
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