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How to Get Lists, Create Ads, and Track Email Marketing Programs

Number of Pages: 112
Number of Diagrams: 28
Author: Lawrence Harte
Copyright: 2016

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Description

This book explains how email marketing systems operate, what is needed to do email marketing, how to get, manage and use lists, creating effective email marketing offers, and the regulatory requirements for operating email marketing programs.

Email marketing program objectives can include revenue, customer retention and more....

Sample Diagrams

There are more than 28 explanatory diagrams in this book

Internet Marketing Email Broadcast

This figure shows an example email marketing process with some sample numbers. This example shows that email marketing is the process of managing lists, developing ad campaigns, creating promotional offers, broadcasting email messages, and tracking the results. This diagram shows an example of lists that cost 1 to 10 cents per name. Names in these lists are grouped to match specific marketing campaigns. These marketing campaigns have several promotional offers. The emails are broadcast and some of the emails are returned and 1% to 20% returns is typical. Of the emails that make it to the recipient, some of the emails are never opened. Of the 25% to 80% of the emails that are opened, approximately 2% to 10% click through to the specific product or service order page.

Table of Contents

EMAIL MARKETING

Targeted List
Email Offer
Content
Presentation

EMAIL MARKETING OBJECTIVES

Direct Sales
Product Awareness
Brand Recognition
List Building
List Qualification

PERMISSION MARKETING

Option In (OPT-IN)
Option Out (OPT-OUT)

MARKET SEGMENTATION

LEGAL REQUIREMENTS

SPAM ACT
-Express Consent
-Inferred Consent

LIST TYPES

Customer List
Prospect List
Response List
-Masterfile
Compiled Lists
Seed Lists

LIST SOURCES

MAGAZINES
Trade Shows
Teleinterview Campaigns
Web Registrations
Catalog Buyer List
List Bartering
Industry Associations
Web Page Email Searches

LIST BROKERS

LIST PROTECTION

List Seeding

LIST USES

Email Broadcasting
Fax Broadcasting
Telemarketing
Direct Mailing
Other Uses

LIST TARGETING

List Segmentation
Recency

LIST RENTAL

List Selection
List Rental Terms
List Segmentation
Datacard
List Format

EMAIL CREATIVE

Ad Layout
Media Format
Content Portion
Ad Graphics
Ad Links
Call to Action
Visual Format

PERSONALIZATION

EMAIL TRACKING

Bounce Backs
Email Opens
Click Through Rate(CTR)
-Click Through Tracking
-Unique Clicks
Conversion Rate
False Positive

EMAIL BROADCASTING

Direct Email
Email Service Bureaus
List Servers

LIST SUPPRESSION

House File Suppression
Opt-Out Suppression
Domain Name Suppression
Name Suppression
Telephone Suppression
Suject Line
Sender Name

EMAIL MARKETING APPLICATIONS

Email Auto Responders
List Hosts
Link Tracking

LIST MANAGEMENT

List Importing
List Merging
List Updating
List Purging

SPAM FILTERS

EMAIL MARKETING ECONOMICS

Direct Sales Revenue
Repeat Customer
Affiliate Revenue
New Prospect Value
List Rental Cost
Broadcasting Cost
Service Bureau Fees
Revenue Sharing
Management Cost

DATA MINING

EMAIL CAMPAIGNS

Split Campaigns(SPLITS)
Carbon Copy (CC)
Blind Carbon Copy (BCC)

APPENDIX 1 - LIST RENTAL AGREEMENT

APPENDIX 2 SAMPLE DATACARD

APPENDIX 3 – EMAIL MANAGEMENT PROGRAMS

APPENDIX 4 LIST SERVER DIRECTORY

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About the Author

Mr. Lawrence Harte is the president of Althos, an expert information provider covering the communications industry. He has over 29 years of technology analysis, development, implementation, and business management experience. He has setup, managed, and provided training for keyword advertising, search engine optimization, affiliate links, email broadcasting marketing programs. Mr. Harte has interviewed hundreds of Internet web marketing experts and tested many types of web marketing systems to discover the key success principles used for Internet marketing programs. Mr. Harte's combined knowledge and experience in business systems, communications technologies allow him to communicate well with all people within a company that have a need to understand marketing programs and communication systems. He has authored over 80 books on communications technologies and systems on topics including Internet Marketing, Business Finance, Mobile Communications, IP Telephony, and Billing Systems. Mr. Harte holds many degrees and certificates include an Executive MBA from Wake Forest University (1995) and a BSET from the University of the State of New York, (1990).

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Description

This book explains how email marketing systems operate, what is needed to do email marketing, how to get, manage and use lists, creating effective email marketing offers, and the regulatory requirements for operating email marketing programs.

Email marketing program objectives can include revenue, customer retention and communication of important information. You will learn how to focus email marketing programs to very targeted audiences to achieve high conversion rates.

Managing lists is critical to the success of email marketing and this book explains how to find, setup and use list management companies is provided. Explained are the key measurements used in email marketing programs including soft bounces, hard bounces, successful deliveries, opens, clicks, and conversions.

You will learn how to create email marketing campaigns and effective email ads and offers. Discover how to efficiently get and develop lists from web portals, newsletters, list rental, and list brokers. The economics of email marketing is explained and you will learn that your list acquisition cost can cost $5 to $20 for each name.

Some of the important regulatory requirements such as the SPAM-CAN act are described and how you can avoid significant penalties that may be imposed for the improper use of email marketing programs. Sample email campaigns are included along with actual performance measurements for these campaigns.

Before you buy software, pay submission fees, rent lists, or hire consultants, you should read this book! If just one-tip or recommendation in this book helps you, it should make you or save you many times the small purchase price of this book. Some of the most important topics featured include:

How Email Marketing Works
Email Marketing Objectives
What is Needed to do Email Marketing
How to Create Effective Email Ads
Ways to Get Lists
List Management
Creating Email Marketing Campaigns
Tracking Email Marketing
Regulatory Requirements
Sample Ads and Email Campaigns

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Email Marketing, 2nd Edition BK7781318$19.99