Foreword
1 Introduction
Who is This Book For
How This Book is Organized
Benefits of Using E-Mail
2 History
and Understanding of E-Mail Marketing
Online Marketing
Internet Marketing
E-Mail Marketing
Internet Advertising
Types of Online Advertisements
Understanding Banner Advertising
Static vs Dynamic vs E-mail
E-Mail Marketing vs Spam
3 Introduction
to E-Mail Marketing
E-Mail Marketing is Ideal For:
E-Mail Marketing is Not Ideal For (Nor Will It Work For):
E-Mail Abuse and SPAM
E-Mail Marketing Walkthrough
Plan Your E-Mail Marketing Campaign
Target Your Audience and Content
Write and Design Your E-Mail
Set Up Your Online Mail Distribution Method
Review Your E-Mail List
Test Your E-Mail
Schedule Your E-Mail Blast
Send Your E-Mail Blast
Analyze Results
4 SPAM,
SPAM, SPAM!
Can-Spam
Act
Can-Spam
Act Requirements
SPAM Tools
5 Opt-In
and Opt-Out
Opt-In and Opt-Out Concepts
6 How
to Create and Grow Your E-Mail Lists
Proven Methods to Grow Your E-mail List
How to Keep People from Unsubscribing from Your E-Mail List
7 How
to Design an Effective E-Mail Campaign
E-Mail Campaign Basics
Developing an E-Mail Marketing Campaign
HTML vs Text Format
Options for E-Mail Marketing Service Providers
All-in-One E-Mail Marketing Service Providers
E-Mail Marketing Specialists
Mass E-Mail Marketing Software
E-Mail Marketing Director Overview
Who is E-Mail Marketing Director For?
What Can You Do with E-Mail Marketing Director?
Other Mass E-Mail Applications
8 Target
and Segment Your Audience
When Not to Use Targeting and Segmentation
When to Use Targeting and Segmentation
Personalization
Collecting Demographic Data
Maintaining Multiple Lists
Demystifying the Concept of Personalization
9 How
to Write an Effective E-Mail
HTML vs Text Format
How to Design an HTML E-Mail
Tools and Advice for Creating Your E-Mail Masterpiece
How to Design a Text Based E-Mail
Auto-Responders
10 The Subject
Line
Basic Rules for Writing Subject Lines
Do's and Don'ts When Creating Your Subject Line
11 When to
E-Mail, How Often, and What Time
What Day of the Week is Best to E-Mail
What Time of the Day is the Best to Send
E-Mail Campaigns
How to Determine the Frequency for E-Mail Campaigns
12 The Future of
E-Mail Marketing
13 Search Engine
Optimization
Successful Search Engine Optimization
Meta
Tag Definition and Implementation
The Title Tag
The Description Tag
The Keywords Tag
The Robots Tag
Other Meta Tags
ALT Tags
How to Use the Correct Keywords
Optimization of Web Page Content
Optimize Your Web Site
Web Site Optimization Tips, Hints, and Secrets
Web Design and Optimization Suggestions
How Do Search Engines Work?
Using a Search Engine Optimization Company
Search Engine Registration
Search Engine Optimization Checklist
Free Web Site Search Engine Submission Sites
Additional Free Web Site Optimization Tools
Web Site Design and Optimization Tools
14 Summary
Top Reasons to Follow the Guidelines in This Book
15 E-Mail
Marketing Case Studies
16 Industry
Hints, Tips, and Secrets
Glossary
Index