Email Marketing

For hundreds of years, businesses have found ways of being able to advertise their company and products through many types of media. Advertising is a term used to describe the ways that an institution attempts to persuade people to buy a good or service that it offers. The institution can be anything from a non-profit organization that needs to raise funds to a business that sells grocery items. These institutions, whatever their ultimate goal is, use advertising as way to get themselves recognized and as a way to get people involved. These people they are advertising to are potential customers.

So how do businesses advertise? The short answer is that they do marketing campaigns, but there is so much more to it than that. There are many different marketing campaigns a business can perform, and how a business chooses the type of campaign it carries out is highly dependent on the era and media available in that period of history. If you flip through a magazine, you’re likely met with a load of advertisements covering parts of a page, or even an entire page. The same is true for the daily newspaper you might pick up on your way to work each morning.

We continue to see this type of magazine/newspaper advertising to this day, but think about the other forms of advertising we encounter. More importantly, think of the media through which we are able to see these advertisements. When we watch television, the programs we watch are interrupted by commercial breaks for products, services, movie trailers and a great deal of other things. Films we see in the movie theater have previews for other movies, and there may even be product placement in the new summer blockbuster hit of the year. In the days when telephone land-lines were the norm, telemarketers would call to interrupt during dinner. Even our mailboxes get filled with advertisements from a vast array of businesses offering discounts for a large pizza and the like. These days, another type of mailbox is a key component to the types of marketing that businesses engage in.

Unlike with direct mail to P.O boxes and mailboxes outside of homes and apartments, businesses do not have to waste million of pounds of paper to get their advertisements to potential customers. More importantly, with a much larger number of people having access to the Internet, businesses are able to reach out to a greater number of people using email marketing. Businesses know, too, that email has become one of the primary means of communication. Of course, any good marketing campaign utilizes more than one form of media to advertise.

The following ebook will focus exclusively on email marketing and the strategies used to implement it.

1. Introduction to Email Marketing
   1. What is Email Marketing?
   2. Does Email Marketing Work?
   3. Is there a Catch to Email Marketing?
2. Using Email Marketing Software
   1. Introduction
   2. Choosing an Email Service Provider
   3. What to Look for in an ESP
   4. Customer Relationship Management Software
3. Building Email Lists by Quantity
   1. Introduction
   2. Directive on Privacy and Electronic Communication
   3. Building a List with Opt-in Points
   4. Using List Brokers to Build a List
   5. How NOT to Build Your Email Contact List
   6. Minimizing SPAM Complaints
4. Building Email Lists by Quality
   1. Introduction
   2. List Segmenting/Categorization
5. Crafting an Email
   1. Introduction
   2. Getting Unread Email Noticed
   3. Email Content
6. Analyzing and Tracking Your Email Marketing Strategy
   1. Introduction
   2. Types of Tracking Reports
   3. Email Tracking Data – Offline