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Truth About Email Marketing, The

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Truth About Email Marketing, The


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  • Copyright 2009
  • Dimensions: 5-7/16" x 8-1/2"
  • Pages: 224
  • Edition: 1st
  • Book
  • ISBN-10: 0-7897-3794-9
  • ISBN-13: 978-0-7897-3794-6

Praise for The Truth About Email Marketing

“It’s refreshing to see an author address specifics instead of gloss over generalities that can be boiled down to one sentence. Simms’ book debunks the top email marketing myths in a readable and logical fashion.”

Tad Clarke, Editorial Director, MarketingSherpa Inc.

“Anyone interested in maximizing their marketing budgets should stop what they are doing and read this book. Simms' deep experience in email marketing is widely evident in this very insightful and fact-filled book. Great insight into an area of marketing that is often overlooked. Plus, its a fun, easy read...especially for us marketers!”

Jeff Hilimire, President, Engauge Digital

“Simms has a great knack for simplifying the complex world of email. From the novice email marketer to the email aficionado, The Truth about Email Marketing provides insight and thought-provoking content that all of us can use in our email and online marketing efforts.”

Aaron Kahlow, CEO & Founder, Online Marketing Summit

“Simms Jenkins expertly outlines a series of useful Truths to ensure effective and highly optimized, permission-based email marketing programs. Take advantage of Simms' battle scars and set yourself on a direct course that unleashes the power of this important marketing channel.”

Sam Cece, Chief Executive Officer, StrongMail Systems

Everything you must know to utilize email marketing in your corporation or small business!

  • The truth about recession-proofing your business with email marketing
  • The truth about measuring results and improving promotional and newsletter campaigns
  • The truth about email marketing versus spam

This book reveals 49 proven email marketing best practices

and bite-size, easy-to-use techniques that get results

Email marketing is one of the most incredibly powerful yet misunderstood marketing channels of the business world. While many companies practice email marketing, few get it right. Industry expert, Simms Jenkins, provides a set of best practices to help you assess and refine your strategy and tactics. Your organization can gain much from new and proven approaches to email marketing: strengthen customer relationships, create loyalty, and build trust and awareness. The result is increased responses in sales, leads, registrations, and more.

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The Truth About Email Marketing: It Is Not Easier to Ask for Forgiveness

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Table of Contents

Introduction  ix

Foreword by Mark Brownlow  xiii

Part I                  The Truth About Why Email Works

Truth 1                Email is a powerful marketing tool  1

Truth 2                Permission-based email marketing is not spam  5

Truth 3                Email marketing is extremely cost-effective, targeted, and measurable  9

Truth 4                Email is stronger than ever  13

Part II                 The Truth About Email Budgeting and ROI

Truth 5                Don't be cheap: email cuts other costs, so invest in it  17

Truth 6                Using email ROI to guide your budget  21

Truth 7                Keeping your email program alive when budgets are cut  25

Part III                The Truth About Organizing an Email Department

Truth 8                Deciding to outsource or bring in-house  29

Truth 9                Finding the right partner  33

Truth 10              Getting the ball rolling with your email marketing partner  37

Truth 11              What makes a good email marketing manager  41

Part IV                The Truth About Customer-Focused Email Strategy

Truth 12              How to be relevant  45

Truth 13              Making your first impression count  49

Part V                 The Truth About Creating and Growing a List

Truth 14              It is not easier to ask for forgiveness  53

Truth 15              How to create an email list  57

Truth 16              Using lead-generation tactics to build your list  61

Truth 17              Complement email list growth with search  67

Truth 18              Keep a clean list  71

Truth 19              The benefits of a robust preference center  75

Truth 20              Get more from your email list  79

Part VI                The Truth About Best Practices

Truth 21              Length and your call to action  83

Truth 22              Creating an email newsletter  87

Truth 23              Establishing the right email frequency  91

Truth 24              Personalization  95

Truth 25              Segment lists for more targeted emails  99

Truth 26              Great Subject lines drive a strong response  103

Truth 27              Consider the From line  107

Truth 28              Test, test, test  111

Truth 29              Maximizing system-generated and automated emails  115

Truth 30              Use your signature line  119

Truth 31              Top to bottom advice for better emails  123

Truth 32              Audit your email program annually  127

Part VII               The Truth About Getting into and Optimizing the Inbox

Truth 33              The basics of deliverability  131

Truth 34              Understanding rendering  135

Truth 35              Creating email campaigns for mobile devices  139

Part VIII              The Truth About Measuring Email Performance

Truth 36              Know your email metrics, part 1  143

Truth 37              Know your email metrics, part 2  147

Truth 38              Remarketing for results  151

Part IX               The Truth About Privacy and CAN-SPAM

Truth 39              Understanding the CAN-SPAM Act  155

Truth 40              A closer look at spam  159

Truth 41              The varying levels of permission  163

Truth 42              What your privacy policy should cover  169

Part X                The Truth About Automated Email

Truth 43              Create a meaningful welcome message  173

Truth 44              Creating an unsubscribe process  177

Truth 45              The right (and wrong) ways to monitor replies to your email campaigns  181

Part XI               The Truth About B2B and International Email Programs

Truth 46              Delivering on business-to-business (B2B) email campaigns  185

Truth 47              Best practices for international email efforts  189

Part XII              The Truth About Where Email Is Headed

Truth 48              The impact of social media on email  193

Truth 49              The future of email marketing  197

References  201

Acknowledgments  204

About the Author  206

Appendixes (on the companion Web site only)

Appendix A         Recommended sites, newsletters, and blogs

Appendix B         Glossary

Appendix C         Useful statistics


Download Appendices A-C (100 KB .pdf)


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