The Resource Email marketing in a digital world : the basics and beyond, Richard C. Hanna, Scott D. Swain, Jason Smith

Email marketing in a digital world : the basics and beyond, Richard C. Hanna, Scott D. Swain, Jason Smith

Label
Email marketing in a digital world : the basics and beyond
Title
Email marketing in a digital world
Title remainder
the basics and beyond
Statement of responsibility
Richard C. Hanna, Scott D. Swain, Jason Smith
Creator
Contributor
Author
Provider
Subject
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
Cataloging source
MiAaPQ
http://library.link/vocab/creatorName
Hanna, Richard C
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
http://library.link/vocab/relatedWorkOrContributorName
  • Swain, Scott D.
  • Smith, Jason.
  • ProQuest Ebook Central
Series statement
Digital and social media marketing and advertising collection,
http://library.link/vocab/subjectName
  • Internet marketing
  • Electronic mail messages
Target audience
specialized
Label
Email marketing in a digital world : the basics and beyond, Richard C. Hanna, Scott D. Swain, Jason Smith
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type MARC source
rdacontent
Contents
Part 1. What everyone should know about email -- 1. Email still matters -- 2. You've got mail! A trip down memory lane -- 3. The anatomy of an email and email environments -- 4. The metrics of email marketing -- Part 2. Email marketing strategy -- 5. Consumer decision making and the role of email -- 6. Making a list that is worth its weight in gold -- 7. Optimizing emails and A/B testing -- Part 3. Beyond the basics of email -- 8. The personalities of email users -- 9. Social media and email: friend, ally, or frenemy? -- 10. Integrating email with big data -- Index
Dimensions
unknown
Edition
First edition.
Extent
1 online resource (129 pages)
Form of item
online
Governing access note
Access restricted to authorized users and institutions
Isbn
9781606499931
Media category
computer
Media MARC source
rdamedia
Other physical details
illustrations.
Sound
unknown sound
Specific material designation
remote
System control number
  • (MiAaPQ)EBC4313118
  • (Au-PeEL)EBL4313118
  • (CaPaEBR)ebr11139334
  • (CaONFJC)MIL885064
  • (OCoLC)939265179
Label
Email marketing in a digital world : the basics and beyond, Richard C. Hanna, Scott D. Swain, Jason Smith
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type MARC source
rdacontent
Contents
Part 1. What everyone should know about email -- 1. Email still matters -- 2. You've got mail! A trip down memory lane -- 3. The anatomy of an email and email environments -- 4. The metrics of email marketing -- Part 2. Email marketing strategy -- 5. Consumer decision making and the role of email -- 6. Making a list that is worth its weight in gold -- 7. Optimizing emails and A/B testing -- Part 3. Beyond the basics of email -- 8. The personalities of email users -- 9. Social media and email: friend, ally, or frenemy? -- 10. Integrating email with big data -- Index
Dimensions
unknown
Edition
First edition.
Extent
1 online resource (129 pages)
Form of item
online
Governing access note
Access restricted to authorized users and institutions
Isbn
9781606499931
Media category
computer
Media MARC source
rdamedia
Other physical details
illustrations.
Sound
unknown sound
Specific material designation
remote
System control number
  • (MiAaPQ)EBC4313118
  • (Au-PeEL)EBL4313118
  • (CaPaEBR)ebr11139334
  • (CaONFJC)MIL885064
  • (OCoLC)939265179

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