Successful e-mail marketing strategies : from hunting to farming

395 S.

graph. Darst.

Includes index

E-mail marketing: something new and wonderful -- E-mail marketing: hunting or farming -- Campaign performance measurement -- The farming of subscribers -- The importance of relevant e-mails -- E-mail subscriber lifetime value -- E-mail marketing to subscriber segments -- Acquiring permission-based e-mail addresses -- Creating powerful subject lines -- How to write compelling e-mails -- Listening to customers -- The frequency debate: how much e-mail is enough? -- The power of transactional e-mails -- How to send triggered e-mails -- Interactivity: making each e-mail an adventure -- Testing to improve your marketing -- Customer retention and loyalty -- Viral marketing -- Using analytics to boost e-mail success -- Business to business e-mail marketing -- Building retail store traffic -- Organizing and managing e-mail programs -- The future of e-mail marketing.

ECONIS - Online Catalogue of the ZBW