Total E-mail Marketing, Second Edition: Maximizing your results from integrated e-marketing (Emarketing Essentials) [Paperback]

Dave Chaffey (Author)

Book Description

ISBN-10: 0750680679 | ISBN-13: 978-0750680677 | Publication Date: September 15, 2006 | Edition: 2

E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the author's successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level. Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including:

* Planning effective, integrated e-mail campaigns and e-newsletters
* How to rapidly build a quality house list and select the best tools to manage it
* Ethical and legal constraints in a fast-moving sector
* Design and write HTML and text format e-mails for maximum response
* Getting through the SPAM filters to maximize deliverability
* Targeting, personalizing, measuring and improving e-mail campaigns
* Integrating emerging technologies like blogs, RSS and mobile messaging
* Practical dos and don'ts

A vital supplement to the author's book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers - specializing in e-marketing or not - as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.

* Completely updated edition of the bestselling e-mail marketing handbook
* Brand new examples reflect the latest best practice in this fast-moving area
* Tried-and-tested structure offers an integrated campaign perspective, crucial for all marketers wanting to maximize the benefits of e-mail

Editorial Reviews

Book Description

2nd edition of essential handbook by bestselling author Dave Chaffey

From the Back Cover

[Front Flap]

Total e-Mail Marketing 2e: Maximizing your results from integrated e-marketing, is a volume in the Butterworth-Heinemann/Elsevier E-marketing Essentials Series which has been created to provide in-depth guidance on best practice for digital marketing. The series is focused on helping marketers, e-marketing specialists and students understand how organizations can maximize the contribution from their online channels to market.

The series editor is Dave Chaffey (www.davechaffey.com) who is a specialist e-marketing trainer, consultant and author. Recent in-company training and consulting assignments include 3M, BP, CIPD, HSBC and Tektronix. He is a trainer for the Chartered Institute of Marketing and was editing contributor to the IDM Digital marketing qualifications which this series supports.

[Back Cover]

E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. The second edition of this bestselling text builds on the author's successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their E-mail to the next level.

Total e-Mail Marketing 2e shows how to run effective e-mail campaigns aimed at both customer acquisition and retention. The book covers much more than guidelines on e-mail creative. It explains in detail how to plan and execute e-mail campaigns which integrate with other online and offline communications and shows where e-mail marketing works and where it shouldn't be used.

The book draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including these topics:

* Planning effective, integrated e-mail campaigns and e-newsletters
* How to rapidly build a quality house list and select the best tools to manage it
* Ethical and legal constraints reflecting the latest changes in a fast-moving sector
* Design and write HTML and text format e-mails for maximum response
* Getting through the SPAM filters to maximize deliverability
* Targeting, personalizing, measuring and improving e-mail campaigns
* Integrating emerging technologies like blogs, RSS and mobile messaging
* Practical dos and don'ts

Highly structured and designed for maximum accessibility, the book incorporates 'E-mail marketing Insights' boxes which highlight critical factors for success, 'E-mail marketing Excellence' boxes giving real-world examples of best practice and 'Campaign Checklists' to help you devise and check campaign plans.

A vital supplement to the author's book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this e-mail marketing handbook is relevant to all marketers - whether they specialize in e-marketing or not - as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.


[Back Flap]

Other books in e-Marketing Essentials include:

eMarketing eXcellence 2e + image
Content is king + image
Search marketing strategies + image

See all Editorial Reviews

Product Details

• Paperback: 296 pages
• Publisher: Butterworth-Heinemann; 2 edition (September 15, 2006)
• Language: English
• ISBN-10: 0750680679
• ISBN-13: 978-0750680677
• Product Dimensions: 9.6 x 7.4 x 0.7 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #1,766,071 in Books (See Top 100 in Books)

More About the Author

"Well known for his practical online marketing advice, Dave Chaffey (www.smartinsights.com) has helped tens of thousands of UK businesses improve their Digital Marketing through his bestselling books, workshops and consulting.

Get free updates on the latest developments in Digital Marketing from Dave on his SmartInsights.com portal via Email, Twitter, RSS or Facebook.

He is proud to have been recognized by the Department of Trade and Industry as one of the leading individuals who have provided input and influence on the development and growth of E-commerce and the Internet in the UK over the last 10 years. Dave has also been recognised by the Chartered Institute of Marketing as one of 50 marketing 'gurus' worldwide who have shaped the future of Marketing.

Dave is Director of Marketing Insights Limited (www.marketing-insights.co.uk) and has advised companies including 3M, BP, Euroffice, HSBC, Intel, Mercedes-Benz UK, Siebel and Tektronix.

Dave is author of five best-selling business books including Internet Marketing: Strategy, Implementation and Practice; E-business and E-commerce Management, eMarketing eXcellence (with PR Smith) and Total E-mail Marketing. He is also author of the E-consultancy best practice guides to Search Engine Optimisation, Paid Search Marketing, Web site design and Managing Digital Channels".

Customer Reviews

Most Helpful Customer Reviews

0 of 1 people found the following review helpful:

5.0 out of 5 stars Very Practical and Useful Coverage of Email Campaigns, April 8, 2008

By 

Arnold L. Chandler (Oakland, CA) - See all my reviews
(REAL NAME)   

This review is from: Total E-mail Marketing, Second Edition: Maximizing your results from integrated e-marketing (Emarketing Essentials) (Paperback)

The book serves very well as an introduction and practical guide to conducting email marketing campaigns. It is one of the best resources I've come across.

0 of 5 people found the following review helpful:

5.0 out of 5 stars A Must Read, May 14, 2007

By 

Day "knowledge-seeker" (Cleveland, Ohio) - See all my reviews

This review is from: Total E-mail Marketing, Second Edition: Maximizing your results from integrated e-marketing (Emarketing Essentials) (Paperback)

This in-depth book covers all aspects of e-marketing and e-mail. Very comprehensive and informative and will help any interested in learning more about the processes from segmentation to implementation.