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Total E-Mail Marketing

Author: Dave Chaffey

With a practical focus, this handbook presents a complete guide to maximizing the range and impact of e-mail marketing techniques. It analyses where e-mail marketing works and where it shouldn't be used, and includes guidance on the treatment of inbound and outbound e-mail, as well providing contact strategies for managing volumes of e-mail. The text stresses the need to integrate e-mail with other communications tools. It points out two key integration issues: i) Integration through time - multi-step e-mails and options for e-mail campaign structures; ii) Integration with the company website as a means of building house lists and profiling customers, as well as utilising the web as part of the direct response medium.

Designed for maximum accessibility and practical application, the book comprises: "e-marketing insight" sections summarizing expert opinions and "e-Marketing in practice" boxes for cases to bring the theory to life. There are chapter summaries and Web links to reinforce learning and encourage further research, as well as frequent screen shots to show the application of key concepts.

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