The Truth About Email Marketing

The most current and relevant email marketing book, written by the undisputed heavyweight in the email marketing arena! bull; Written by the industry-leading voice, G, Simms Jenkins, one of the top email marketing experts bull; Includes dozens of easy to test and implement best practices that every email program should utilize bull; This book is a unique field guide that covers every facet of email marketing and provides tactical improvements the reader can make in their own email campaigns

Simms Jenkins is CEO of BrightWave Marketing, an award-winning email marketing services firm specializing in the strategic optimization of email marketing programs. Jenkins is regarded as one of the leading experts in the email marketing industry and has extensive relationship and interactive marketing experience on both the client and agency side

Foreword	p. ix
Introduction	p. xiii
The Truth About Why Email Works	p. 1
Email is a powerful marketing tool	p. 1
Permission-based email marketing is not spam	p. 5
Email marketing is extremely cost-effective, targeted, and measurable	p. 9
Email is stronger than ever	p. 13
The Truth About Email Budgeting and ROI	p. 17
Don't be cheap: email cuts other costs, so invest in it	p. 17
Using email ROI to guide your budget	p. 21
Keeping your email program alive when budgets are cut	p. 25
The Truth About Organizing an Email Department	p. 29
Deciding to outsource or bring in-house	p. 29
Finding the right partner	p. 33
Getting the ball rolling with your email marketing partner	p. 37
What makes a good email marketing manager	p. 41
The Truth About Customer-Focused Email Strategy	p. 45
How to be relevant	p. 45
Making your first impression count	p. 49
The Truth About Creating and Growing a List	p. 53
It is not easier to ask for forgiveness	p. 53
How to create an email list	p. 57
Using lead-generation tactics to build your list	p. 61
Complement email list growth with search	p. 67
Keep a clean list	p. 71
The benefits of a robust preference center	p. 75
Get more from your email list	p. 79
The Truth About Best Practices	p. 83
Length and your call to action	p. 83
Creating an email newsletter	p. 87
Establishing the right email frequency	p. 91
Personalization	p. 95
Segment lists for more targeted emails	p. 99
Great Subject lines drive a strong response	p. 103
Consider the From line	p. 107
Test, test, test	p. 111
Maximizing system-generated and automated emails	p. 115
Use your signature line	p. 119
Top to bottom advice for better emails	p. 123
Audit your email program annually	p. 127
The Truth About Getting into and Optimizing the Inbox	p. 131
The basics of deliverability	p. 131
Understanding rendering	p. 135
Creating email campaigns for mobile devices	p. 139
The Truth About Measuring Email Performance	p. 143
Know your email metrics, part 1	p. 143
Know your email metrics, part 2	p. 147
Remarketing for results	p. 151
The Truth About Privacy and CAN-SPAM	p. 155
Understanding the CAN-SPAM Act	p. 155
A closer look at spam	p. 159
The varying levels of permission	p. 163
What your privacy policy should cover	p. 169
The Truth About Automated Email	p. 173
Create a meaningful welcome message	p. 173
Creating an unsubscribe process	p. 177
The right (and wrong) ways to monitor replies to your email campaigns	p. 181
The Truth About B2B and International Email Programs	p. 185
Delivering on business-to-business email campaigns	p. 185
Best practices for international email efforts	p. 189
The Truth About Where Email Is Headed	p. 193
The impact of social media on email	p. 193
The future of email marketing	p. 197
References	p. 201
Acknowledgments	p. 204
About the Author	p. 206
Recommended sites, newsletters, and blogs
Glossary
Useful statistics
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The Truth About Email Marketing

Summary

Author Biography

Table of Contents

Supplemental Materials