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E-book

The Constant Contact Guide to Email Marketing

ISBN: 978-0-470-61528-7
224 pages
November 2009
The Constant Contact Guide to Email Marketing (0470615281) cover image
The leading email marketing firm shows you how to create high-impact, low-cost campaigns

Email marketing is an incredibly cost-effective way to establish and build relationships that drive business success. But, it can also be a challenge because the inbox is a hostile environment. Whether your email is noteworthy—or an annoying waste of your customer's time—depends on your ability to stick to stick the fundamentals of good marketing and authentic relationship building.

The Constant Contact Guide to Email Marketing presents best practices and relationship-building principles from America’s leading email marketing firm. With over 280,000 small business and non-profit clients, Constant Contact is constantly testing and learning what works and what doesn't, and it's all here. There's no other email guide on the market that provides this level of comprehensive, practical guidance. Whether you're starting your own small business or need to grow on a shoestring budget, this book will get you up to speed fast.

Learn about:

  • Ten email pitfalls that will get your business into trouble
  • Ten things your customers expect you to do
  • The "soft" benefits of email marketing
  • Using email in combination with other marketing efforts
  • How four types of permissions can make or break your strategy
  • Building an email list that is valuable and effective
  • Creating valuable content
  • Choosing an effective, professional email format
  • Ensuring your emails are delivered, opened, and read

With The Constant Contact Guide to Email Marketing, you'll learn to avoid the common mistakes of email marketing, give your customers content they love, and combine an effective email marketing strategy with your traditional marketing efforts—giving you way more bang for your marketing buck.

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Acknowledgments.

Chapter 1 The 40 "Know It or Blow It" Rules of Email Marketing.

Chapter 2 The Power of Email Relationships.

Chapter 3 Making Money: The Economics of Email.

Chapter 4 The Benefits of Permission-Based Email Marketing.

Chapter 5 Building a Quality Email List.

Chapter 6 Making Your Email List More Valuable.

Chapter 7 The Three Rules of Valuable Email Content.

Chapter 8 Creating Email Content That Leads to Action.

Chapter 9 Looking Professional: Choosing an Effective Email Format.

Chapter 10 Making Introductions: Subject Lines, From Lines, and Frequency.

Chapter 11 Email Filters and Other Delivery Challenges.

Chapter 12 Tracking and Improving Email Campaigns.

Chapter 13 Collecting More Feedback with Surveys.

Chapter 14 Getting Beyond the Inbox.

About the Author.

About Constant Contact.

Index.

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Eric Groves is Senior Vice President of Global Market Development for Constant Contact.
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