Jeanne Jennings - The Email Marketing Kit
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Its much less expensive than traditional forms of marketing, such as direct mail.
You can reach a potentially huge audience.
Email has better return on investment than nearly any other form of marketing.
Emails arrive almost instantaneously, unlike regular mail.
Its active: it lets you push the message to an eager audience.
You can test and measure reactions to your message easily.
Its interactive: you can send email in response to web site visitors actions.
The Email Marketing Kit is the best-practice comprehensive guide to creating and maintaining an effective email marketing campaign, whatever it is that youre promoting.
Author Jeanne Jennings, an email marketing expert and ClickZ columnist, will take you step-by-step through the process of setting up, testing, and refining your email marketing campaigns, with a focus on permission-based marketing. The Kit is packed with plenty of real-world case studies to illustrate the techniques discussed. Because it advocates best-practice permission-based techniques, it will help you.
This excellent guide will help you learn:
Develop winning email marketing strategies that work.
Roll out campaigns that maximize results and limit list fatigue
Explode the growth of your email list
Create a registration page that converts
Craft compelling opt-in messages
Write email copy that demands action
Test your email effectiveness - the right way!
Ensure your emails reach their destination and actually get opened
Use email authentication systems
Measure open rate, click-to-purchase rate, conversion rate, return on investment
Get removed from blacklists
Strengthen relationships using email rather than annoy your customers
Undertake viral marketing activities that get past first base
Use third-party email lists without resorting to SPAM.
Cover yourself legally by complying with SPAM laws worldwide
And much more!
When you order, youll receive a binder with 245 letter-size pages of detailed how-to information, tips and strategies that you can put to use immediately.
Youll also receive a CD-ROM packed with dozens of tools and useful email templates.
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The Email Marketing Kit
by Jeanne S. Jennings
Copyright 2007 SitePoint Pty. Ltd.
All rights reserved. No part of this kit may be reproduced, stored in a retrieval system or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations contained in critical articles or reviews.
The author and publisher have made every effort to ensure the accuracy of the information herein. However, the information contained in this kit is sold without warranty, either express or implied. Neither the authors and SitePoint Pty. Ltd., nor its dealers or distributors, will be held liable for any damages to be caused either directly or indirectly by the instructions contained in this kit, or by the software or hardware products described herein.
Rather than indicating every occurrence of a trademarked name as such, this kit uses the names only in an editorial fashion and to the benefit of the trademark owner with no intention of infringement of the trademark.
Published by SitePoint Pty. Ltd.
424 Smith Street
Collingwood
VIC
Australia
3066
Jeanne S. Jennings is a leading authority and freelance consultant on email marketing. Jeanne has developed more than 200 unique email newsletters titles, along with many, many individual email marketing campaigns and email renewal series. Jeannes approach stresses revenue generation and return-on-investment (ROI) over impressions, opens, and clicks.
Jeanne consults for medium to enterprise-sized organizations; her expertise has helped Congressional Quarterly, Hasbro, Network Solutions, Reed Business Information US (formerly Cahners Business Information), Siemens AG, Verizon, and others become more effective and more profitable online. She also occasionally does strategic work for start-up dot coms.
In addition to consulting, Jeanne is a regular columnist on email marketing for ClickZ. She also publishes The Jennings Report, a free email newsletter containing market research, articles, and other resources for email marketing professionals. After earning her MBA with a concentration in marketing from Georgetown University (Washington, DC), Jeanne began her career in the late 1980s with CompuServe, helping organizations create online places to serve their employees, customers, and members. This was before the dawn of the World Wide Web and prior to Internet becoming a household word.
Jeanne is based in Washington, DC, USA. She travels frequently to meet with clients, speak at conferences, and lead workshops on email marketing.
Mark Brownlow is publisher and editor of the Email Marketing Reports web site, probably the worlds most comprehensive knowledge resource for email marketers. He has written nearly 1500 reviews, articles, case studies and commentaries on email marketing.
Craig Anderson has been working in web development for over six years. When hes not coding, hes screaming and playing bass guitar in Look Whos Toxic.
As Technical Director for SitePoint, Kevin Yank oversees all of its technical publicationsbooks, articles, newsletters, and blogs. He has written over 50 articles for SitePoint, but is best known for his book, Build Your Own Database Driven Website Using PHP & MySQL. Kevin lives in Melbourne, Australia, and enjoys performing improvised comedy theatre and flying light aircraft.
SitePoint specializes in publishing fun, practical, and easy-to-understand content for web professionals. Visit http://www.sitepoint.com/ to access SitePoints books, newsletters, articles, and community forums.
For my amazing and patient husband, Leo, and for Lager, our cat, who kept me company during many long days and late nights of writing. Also for the wonderful and supportive women in my extended family: Susan Thomas, Jane Hanrahan, and Karen Zak.
According to the Direct Marketing Association, email delivers the highest return-on-investment of any other marketing vehicle, averaging $57.25 for every dollar spent. Thats why the vast majority (80% in a recent survey done by JupiterResearch) of companies increase their email marketing budgets with each passing year. Its also why, no matter what business youre involved in, you should leverage the email channel to its fullest. Thats what this kit will help you do.
To many observers, email marketing looks easy. Its not. However, its not difficult to learn how to deploy an effective email marketing campaignlike anything else, it begins with knowledge. The knowledge youll need to get your email marketing started is right here in this kit, in the form of standards, best practices, and key learnings gleaned from my 17-plus years of experience with email marketing successas well as a few failures! If you read this kit youll be able to avoid the most common mistakes that inexperienced email marketers make. Youll also learn to develop a new email campaign, or tweak your existing email program, so that it has an excellent chance of success.
Many companies have avoided using email as a marketing tool because they feared being labeled as spammers. This is a legitimate concern. Email marketing is about developing a relationship with your recipients; if they feel youre misusing or abusing that relationship, they wont hesitate to report you as a spammer. Even organizations with the best intentions can be caught in this trap. By reading this kit youll gain an understanding of what email behavior drives readers to activate their spam button, and learn how to minimize your own risk of being branded with this scarlet letter.
The first step to effective email marketing is to grow your own house list. This approach is much less expensive than renting third-party lists and usually garners a better response. This is one of the most difficult parts of email marketing; too many organizations focus on developing the email itself and then find that they dont have any recipients for it. In this kit youll learn the best ways to get prospects and customers to opt in to receive your emails.
Deliverability is another challenge youll face throughout your email marketing endeavors; research indicates that a large percentage of legitimate opt-in emails are incorrectly filtered as spam. To prevent your emails from meeting with this fate, youll need to take a multi-pronged approach. This kit will demonstrate how you should incorporate proactive measures to see your email safely into the inboxes of your recipients, and instruct you in how you can monitor the most popular blacklists and develop a plan in the event of your emails being blacklisted.
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