Email marketing in a digital world : the basics and beyond

Resource Information

The work Email marketing in a digital world : the basics and beyond represents a distinct intellectual or artistic creation found in University of Missouri-St. Louis Libraries. This resource is a combination of several types including: Work, Language Material, Books.

Label

Email marketing in a digital world : the basics and beyond

Title remainder

the basics and beyond

Statement of responsibility

Richard C. Hanna, Scott D. Swain, Jason Smith

Creator

• Hanna, Richard C

Contributor

• Smith, Jason
• Swain, Scott D.

Author

• Hanna, Richard C
• Smith, Jason
• Swain, Scott D.

Subject

• BUSINESS & ECONOMICS -- Organizational Behavior
• CAN-SPAM
• Electronic mail messages
• Electronic mail messages
• Email marketing
• Internet marketing
• Internet marketing
• big data
• email history
• email lists
• email metrics
• segmentation
• social media
• A/B testing
• BUSINESS & ECONOMICS -- Industrial Management
• BUSINESS & ECONOMICS -- Management
• BUSINESS & ECONOMICS -- Management Science

Language

eng

Summary

Despite annual predictions of its demise, email marketing remains one of the most important tools for businesses and other organizations. The reason is simple. Other communication tools, including the collective proliferation of social and digital media channels, cannot duplicate or recreate the unique capabilities of email marketing. And do not let the name fool you--email marketing is not just for marketers. It is for anyone who can imagine the value of being able to reach specific people (and only those specific people) in a timely manner with messages and propositions while also having the ability to directly measure their responsiveness and reactions. This book is intended for those who wish to learn more about how email marketing works, whether as students, teachers, or practitioners. We begin with a recap of the history of email and email marketing and explain how it informs email today. We then cover the fundamentals of email marketing, including types of emails, the elements of an email, email metrics, best practices for email for improving performance, list development, and the benefits of segmenting an email list. Thereafter, we examine special topics to help managers address special needs in email strategy, including the personalities of email recipients, how to run a proper A/B test for optimizing email elements, integrating email with social media efforts, and aligning email with data sources and CRM opportunities

Member of

• Digital and social media marketing and advertising collection.

Cataloging source

NYBEP

Dewey number

658.872

Illustrations

illustrations

Index

index present

LC call number

HF5415.1265

LC item number

.H254 2016

Literary form

non fiction

Nature of contents

• dictionaries
• abstracts summaries
• bibliography

Series statement

Digital and social media marketing and advertising collection,

Target audience

• adult
• specialized