Total E-mail Marketing

E-mailmarketing is becoming an essential, integral part of e-marketing andindeed marketing. This book creates a comprehensive guide that notonly covers how to create great campaigns and creative,

butalso describes a strategic approach to integrate e-mail into thecommunications mix. Total

E-mailMarketing covers: .how to use e-mail to support all stagesof the customer lifecycle of customer relationship, management (CRM):selection, acquisition, retention and extension, .using e-mail for a range of marketingapplications: as a promotional tool, regular communications ,tool(e-newsletters), conversion tool (multistage e-mail), referral tool(viral marketing), research tool and customer support tool.lists: building and maintaining houselists and selecting rented lists .campaign design from strategy, throughconversion modelling to creative and testing;.how to manage not only outbound e- ail,but also inbound e-mail;. resourcinge-mail, looking at the best options for outsourcing, and in-housemanagement using software packages;.integrated e-mail marketing with the website, with direct mail, advertising, public relations andword-of-mouth.