MarketingSherpa's Best Practices in Marketing with Email Newsletters.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Warren : MarketingSherpa, Incorporated, Oct. 2002.
Temas:
Internet marketing.
Electronic mail systems.
Electronic Mail
Marketing sur Internet.
Courrier électronique.
electronic mail.
Electronic mail systems
Internet marketing
Acceso en línea:Texto completo
Tabla de Contenidos:
  • TABLE OF CONTENTS
  • INTRODUCTION: WHY EMAIL NEWSLETTERS NOW?
  • Statistics To Ponder
  • Glossary of Terms Used In This Report
  • PART I. EMAIL NEWSLETTERS: THE BASICS
  • Definition of Email Newsletter
  • Text vs. HTML
  • FIGURE 1-1: A TEXT-ONLY EMAIL NEWSLETTER LOOKS TYPEWRITTEN, BUT LINKS TO WEB PAGES AND EMAIL ARE UNDERLINED AND CLICKABLE
  • FIGURE 1-2: AN HTML NEWSLETTER LOOKS LIKE A WEB PAGE IN YOUR INBOX
  • Advantages Over Print Newsletters
  • EMC Saved Big
  • Email Newsletters Less Torture Than Print
  • Franklin Covey Gets A Hearing With Sales Eexcutives
  • Pass-Along To Decision-Makers7 Myths About Email Newsletters
  • How FirstPlace Software Keeps Up with Its Email Newsletter's Success
  • Budgeting Checklist
  • PART II. FORMULATING YOUR EMAIL NEWSLETTER STRATEGY
  • What Do You Want to Accomplish with a Newsletter?
  • Who is Your Primary Audience?
  • When You Need Two Newsletters for Two Or More Audiences
  • How Will You Know You Are Succeeding?
  • Wait! Do You Need to Publish at All?
  • FIGURE 2-1: EMC DECIDED NOT TO PUBLISH ITS OWN, BUT TO SPONSOR ONE WHOSE CONTENT IS CREATED FOR ITS OWN READERSHIP
  • Build vs. Buy
  • Relationship Marketing: The Strategic Foundation of Company Newsletters15 Possible Goals of Publishing an Email Newsletter
  • Goal #1: Acquire New Customers
  • FIGURE 2-2: BY CAPTURING NEWSLETTER OPT-IN PREFERENCES, BROOKS SPORTS IS ABLE TO PUBLISH A CUSTOMIZED VERSION OF ITS MONTHLY
  • Goal #2: Generate Sales
  • FIGURE 2-3: MARTHASTEWART SENDS SALES PITCHES THAT READERS ARE HAPPY TO RECEIVE
  • FIGURE 2-4: OLDNAVYâ€?S LANDING PAGE PERFECTLY MATCHES THE EMAILED OFFER
  • Goal #3: Turn Your House File into Active Leads
  • Goal #4: Keep Sales Leads Warm
  • FIGURE 2-5: READING THIS CONSISTENTLY IS LIKELY TO BE A GOOD LEAD, AND WILL QUICKLY BE CONVINCED THAT YOU ARE A SOURCE OF EXPERTISEGoal #5: Increase Customer Satisfaction and Education
  • Goal #6: Build Trust and Confidence with Investors
  • Goal #7: Build Long-Term Relationships with Prospects for Long-Sales Cycle Products and Services
  • Goal #8: Support Retail and Offline Sales
  • FIGURE 2-6: THE CALIFORNIA TORTILLA USES A NEWSLETTER TO DRIVE TRAFFIC TO THEIR STORE ON RAINY DAYS
  • Goal #9: Upsell and Resell
  • Goal #10: Educate the Marketplace
  • Goal #11: Build Brand and ImageFIGURE 2-7: SILK ROAD NEWSLETTER BUILDS BRAND FOR U.S. BANCORP PIPER JAFFRAY
  • Goal #12: Promote Media Coverage
  • FIGURE 2-8: FORRESTERâ€?S NEWSLETTER CATERS TO THE PRESS. BY SIMPLY REPLYING TO THE MESSAGE, MEMBERS OF THE PRESS CAN RECEIVE A
  • Goal #13: Manage and Inform Affiliates and Partners
  • Goal #14: Drive Traffic to Your Web site or to Other Media
  • FIGURE 2-9: FOXNEWSâ€? NEWSLETTER DRIVES TR AFFIC TO THE EVENINGâ€?S TELEVISION NEWS PROGRAMS BY TELLING SUBSCRIBERS WHAT THE TOP
  • Goal #15: Generate Revenue from Ad Sales

Ejemplares similares