Total E-Mail Marketing shows how to run effective e-mail campaigns aimed at both customer acquisition and retention. The book covers much more than simply guidelines on e-mail creative. It explains how to plan and execute e-mail campaigns which integrate with other online and offline communications.

The author draws on expertise and examples from leading European practitioners to detail practical tips to improve campaign results. Packed with case studies from UK companies and checklists to get you started or improve on past campaigns, the book covers the following topics:

* Planning effective, integrated e-mail campaigns
* How to rapidly build a quality house list
* Sourcing opt-in B2C and B2B lists
* Ethical and legal constraints
* Tools for managing inbound and outbound e-mail
* Designing HTML and text format e-mails for maximum response
* Writing engaging copy
* Key issues in planning e-newsletters
* Measuring and improving e-mail campaigns

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.

Direct marketing is a trillion-dollar industry and a marketing discipline that produces the bottom-line results most companies want to achieve. Many businesses are becoming more aware of the potential direct marketing offers, and as new technologies and opportunities emerge, more marketers are including this discipline in their marketing mix.

In The Complete Guide to Direct Marketing: Creating Breakthrough Programs That Really Work master marketer Chet Meisner provides a step-by-step overview of direct marketing from strategic approach to execution. You will learn important insights and essential tricks of the trade, including:

· The strategic role direct marketing can play in your overall marketing programHow to buy lists and manage your data effectively
· The time-tested ways to create powerful direct marketing creative
· The most common rules for direct marketing that work in all the media including email, web sites, mail, print, and broadcast
· How the discipline of direct marketing can have a direct impact on a company’s sales and profitability

This title explores the growing concept of relationship marketing, defined as the process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders. Relationship Marketing explores the concept in theory and practice for use in the e-commerce era. The book offers an understanding of relationship marketing as a business strategy within a framework that integrates marketing, e-commerce, corporate communications, and knowledge management.

Americans increasingly rely on services—in our homes, in our personal, family and financial lives, and in our careers. The need for outside help often arises when you’re experiencing major life changes—a new job, marriage, the birth of a child, a move, a change in your financial situation or health, or the death of a loved one—when you need help and answers—now.

The Consumer’s Guide to Experts will help you save time and money and avoid hassles in choosing and using the help you need—preferably before you need it. In each of 50 professional or skilled services—a diverse array including the most frequently used service-providers, from accountants to veterinarians—author Susan Ten Abby Shay has interviewed industry insiders who reveal where to begin your search, what to look for—and look out for. (After all, who better to ask about finding a good physician than a good physician?)

Each profile highlights the questions you need to ask to find first-class service marked by respect for the client and passion for the profession. You’ll learn how to assess your own needs; what kinds of education, certification, licensing and experience are required or desirable in each trade or profession; what trends are affecting service-providers and consumers; and insider facts that will give you the edge in getting your money’s worth. You’ll also find listings of consumer resources, with Web site addresses, for more information and insight.

You may even learn of services that you didn’t know you needed or didn’t know were available to you.

# Paperback: 208 pages
# Publisher: American Management Association; 1st edition (January 2003)
# Language: English
# ISBN: 0814471714
# Product Dimensions: 8.9 x 6.1 x 0.6 inches