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Email marketing : using email to reach your tarket audience and build customer relationships

Author: Jim Sterne; Anthony Priore
Publisher: New York : John Wiley & Sons, ©2000.
Edition/Format:   Print book : EnglishView all editions and formats
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Jim Sterne; Anthony Priore
ISBN: 0471383090 9780471383093
OCLC Number: 43109801
Notes: "Wiley computer publishing."
Includes index.
Description: xiii, 303 pages : illustrations ; 24 cm
Contents: What Does It Take? --
Email Is Bigger than You Thought --
Permission Email: Opt-out versus Opt-in --
Anatomy of a Permission Email Campaign --
Setting Your Sights: Targeting Your Message --
Writing an Email Masterpiece --
E-Newsletters, E-Promotions, Viral Marketing --
Testing Your Talent, Reckoning Your Response, Managing Your Mail --
Stories from the Front Lines --
A Look toward the Future --
What's Your Take? --
Spam: The Email We Love to Hate --
The Psychology of Email --
Spam Defined --
Spam and the Law --
Spam and Your Brand --
The Penalty for Misbehavior --
Accepted Practices --
The Critical Rules of Unsolicited Email --
Defining Opt-in --
Understanding Opt-in by Understanding Opt-out --
Pure Opt-in Is the Right Model --
Seeing Shades of Gray in Black and White --
Rent the Right List --
It's about Ethics as Well as Profits --
Opt-in May Alter Offline Marketing --
Crafting an Email Campaign --
Developing a Campaign Strategy --
Defining Your Objectives --
Frequency and Timing --
Ready, Aim ... --
Setting Your Sights: Targeting Your Message --
Renting a List --
Making Your Own List --
Data Mining and Customer Relationship Management --
Writing an Email Masterpiece --
Format --
General Elements of Style --
Getting Their Attention (the Header) --
Before We Begin, Tell Them How to End --
Leading the Way --
Body Building --
Walk into My Parlor --
P.S. --
Word of Mouth --
Sign Your Work --
E-Newsletters, E-Promotions, and OPEmail --
E-Newsletters --
E-Promotions --
Advertising in Other People's Email.
Responsibility: Jim Sterne, Anthony Priore.
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