Rebel's Guide to Email Marketing, The: Grow Your List, Break the Rules, and Win, Rough Cuts

Description

• Copyright 2013
• Dimensions: 6" x 9"
• Pages: 288
• Edition: 1st

• Rough Cuts
• ISBN-10: 0-13-304812-8
• ISBN-13: 978-0-13-304812-4

This is the Rough Cut version of the printed book.

A No-Nonsense, Take-No-Prisoners Plan for Earning Positive Return on Your Email Marketing!

“They” say email is dead. Baloney! 94% of Americans use email. Passionate social networkers use email more, not less. Mobile email is huge. Email offers marketers more opportunities than ever...opportunities to guide customers from consideration and trial to repeat purchase, loyalty, even advocacy! But email has changed. Email users have changed. To get breakthrough results, you must break the rules! Whether you’re B2B or B2C, Fortune 500 or startup, this is a complete no-nonsense plan for transforming your email marketing. Discover radically better ways to handle every facet of your campaign: lists, From names, Subject lines, calls to action, social network integration...everything!

Learn how to

• Discover which email marketing “rules” are obsolete--and when to break the rest
• Optimize every component of your message and campaign
• Drive list growth that translates directly into the top line
• Encourage opt-in by systematically simplifying signup
• Bring real humor and creativity back into your email
• Write a great main call to action--and great secondary and tertiary calls, too
• Take full advantage of tools ranging from QR codes to texting to grow your email list
• Make better technical decisions about prechecked opt-in boxes and other attributes
• Know when to deliberately introduce “imperfections” into your emails
• Use email marketing and social media to power each other
• Prepare for the short- and long-term futures of email marketing

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Sample Content

Table of Contents

Introduction: Email Marketing Is (Not) Dead     1
Email Is Dead?      3
94%     3
2.9 Billion     5
Email versus Email Marketing     7
The ROI of Email Marketing     8
What to Expect from This Book     9
Endnotes     11
Part I: THE SECRET TO EMAIL MARKETING: LIST GROWTH
Chapter 1: Why List Growth Matters     13
List Churn and List Fatigue     14
30%     15
A Few Words about Effective Tactics     17
Endnotes     19
Chapter 2: How to Grow Your List     21
Making the Opt-In Process Obvious and Easy     23
Asking Website Visitors to Subscribe     26
Using Humor and Creativity to Increase Opt-Ins     29
Using Technology: QR Codes and Smartphone Apps to Grow Your List     31
Use Social Media     34
Providing Incentive (WIIFM--What’s In It For Me?)      37
Growing Your Email List Offline     40
Endnotes     43
Chapter 3: Let’s Get Technical     45
To Pre-check or Not to Pre-check     46
Explain the Email List Sign-Up Process     48
Send a Welcome Email     50
Remember, Make a Good First Impression     54
Endnotes     55
Part II: THE ANATOMY OF AN EMAIL
Chapter 4: Examining an Email’s Body Parts     57
The Subject Line and From Address     58
The Preheader     59
The Header     60
Table of Contents     60
Main Call to Action     61
Secondary Calls to Action     62
Sharing Your Email     63
The Footer     64
Chapter 5: The First Impression     67
From Name and Subject Line     68
Preheader     72
Header     75
You Don’t Need a Second Chance Do You?      78
Endnote     79
Chapter 6: The Meat and Potatoes     81
Table of Contents     82
Zappos’s Digest TOC Email     82
MarketingProfs’s Approach to Email Table of Contents     83
Main Calls to Action     86
Secondary and Tertiary Calls to Action     90
Buttons vs. Links vs. Images     91
Endnote     96
Chapter 7: The Finishing Touches     97
Social Sharing and Social Connecting     98
Footer     100
Providing Unsubscribe Options     102
Endnote     106
Part III: BREAKING THE RULES
Chapter 8: Are Best Practices Really “Best”?      107
Best Practices Are Practices That Are Best for You     108
Test and Test Often     109
What to Expect     110
Endnotes     111
Chapter 9: My Word! You Must Read This Now!      113
Email Subject Line Words to Avoid     114
King Arthur Flour: Achieving Higher Sales Using All Caps and FREE     118
Tumbleweed: More Opens and Click-Throughs Using All Caps and Free &nb

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