The Constant Contact Guide to Email Marketing

by Eric Groves

Overview

Constant Contact is America's premier email marketing services provider. Hundreds of thousands of small business and nonprofit clients rely on Constant Contact for technology, support, and education to promote their products, services, or causes via email. Written by a top executive from Constant Contact, this unique book provides comprehensive, practical guidance on the ins and outs of great email marketing. Whether you're starting your own small business or need to modernize your current marketing strategies, this book will get you up to speed fast.

You'll learn:

• Ten email pitfalls that will get your business into trouble

• Ten things your customers expect you to do

• How to reap the "soft benefits" of email marketing

• How to use email in combination with other marketing efforts

• How four types of permissions can make or break your strategy

• How to build an email list that is valuable and effective

• How to create highly impressionable content

• How to choose an effective, professional email format

• How to ensure your emails are delivered, opened, and read

• How to overcome email filters and other delivery challenges

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. If you want to give your business a boost, reach out and make contact.

CONSTANT CONTACT is the leading provider of email marketing software and tools for small businesses, associations, and nonprofits. Hundreds of thousands of customers worldwide use Constant Contact to create successful email newsletters and online surveys.

Product Details

ISBN-13:	9780470615287
Publisher:	Wiley
Publication date:	11/19/2009
Sold by:	JOHN WILEY & SONS
Format:	eBook
Pages:	224
File size:	4 MB

About the Author

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

Table of Contents

Acknowledgments vii

Chapter 1 The 40 “Know It or Blow It” Rules of Email Marketing 1

Chapter 2 The Power of Email Relationships 14

Chapter 3 Making Money: The Economics of Email 29

Chapter 4 The Benefits of Permission-Based Email Marketing 44

Chapter 5 Building a Quality Email List 62

Chapter 6 Making Your Email List More Valuable 74

Chapter 7 The Three Rules of Valuable Email Content 89

Chapter 8 Creating Email Content That Leads to Action 106

Chapter 9 Looking Professional: Choosing an Effective Email Format 121

Chapter 10 Making Introductions: Subject Lines, From Lines, and Frequency 145

Chapter 11 Email Filters and Other Delivery Challenges 156

Chapter 12 Tracking and Improving Email Campaigns 170

Chapter 13 Collecting More Feedback with Surveys 186

Chapter 14 Getting Beyond the Inbox 195

About the Author 203

About Constant Contact 204

Index 207