JIM STERNE is a leading world expert on Internet marketing. He specializes in creating Internet marketing strategies for businesses. Sterne produced the world s first seminar on Internet marketing in 1994 and is an internationally recognized speaker at industry conferences. Information about his company, Target Marketing of Santa Barbara, can be found at targeting.com.ANTHONY PRIORE is Vice President of Marketing for yesmail.com, the premier outsourcer of permission email marketing technologies and services (yesmail.com). Priore is a recognized leader in the direct marketing and e-commerce marketing fields. His career in marketing spans nearly 20 years and includes executive positions with Peapod, The Leo Burnett Company, Citicorp Diners Club, and DDB Needham Worldwide.

Ein Buch für Marketing- und Werbefachleute und Spezialisten der Öffentlichkeitsarbeit: Wie erreicht man mit möglichst niedrigen Kosten möglichst viele potentielle Interessenten? Eine mögliche Antwort: Email-Marketing. Der Autor erklärt, was man darunter versteht und warum immer mehr Firmen auf diese Art der Informationsweiterleitung zurückgreifen. So lernt der Leser, eine email-Kampagne aufzusetzen, die Mails zu den richtigen Kunden zu schicken, die Kampagne gegebenenfalls zu verstärken und - nicht zuletzt - den Erfolg zu messen. Sehr informativ!

Foreword xi

Acknowledgments xiii

Chapter 1 Introduction 1

Chapter 2 Spam: The Email We Love to Hate 9

Chapter 3 Defining Opt-in 35

Chapter 4 Crafting an Email Campaign 59

Chapter 5 Setting Your Sights: Targeting Your Message 95

Chapter 6 Writing an Email Masterpiece 125

Chapter 7 E-Newsletters, E-Promotions, and OPEmail 179

Chapter 8 Testing Your Talent, Reckoning Your Response, and Managing Your Email 221

Chapter 9 Stories from the Front Line 257

Chapter 10 A Look toward the Future 281

Index 291

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The most powerful tool for marketing, branding, direct response, and building customer relationships is email. It s cheap, easy-to-use, and almost everybody on the Internet has an email address. The only problem is that not everyone knows how to use it correctly. Sending out a bad email not only discourages potential customers but can also damage your brand and your reputation. Written by the leading experts on Internet direct marketing and permission email marketing, this book arms you with the latest email strategies and techniques to help you dramatically improve response rates and forge lasting customer relationships. The authors provide a comprehensive introduction to what email marketing is and how it can be used to reach a larger group of people at a lower cost. You ll discover the ins and outs of creating an effective email marketing strategy and how it can play a significant role with your customers. And you ll find a collection of valuable templates that will help you get started immediately!
This book takes you step-by-step through the process of creating a successful permission email marketing campaign. Inside, you ll learn how to:

Develop a campaign strategy
Write an email masterpiece
Reach your target audience
Enhance a campaign for a better response rate
Measure the success of email marketing strategies
Advertise on other people s electronic newsletters
Host your own discussion group