附註:Includes index.
Ch. 1. Effective E-Mail -- The Communications Revolution -- Ch. 2. Adapting Your Message to This Medium -- Ch. 3. How to Get Opt-Ins -- Ch. 4. Avoiding the "Spam" Accusation -- Ch. 5. That Magical Ingredient -- Rapport -- Ch. 6. Psychology Over Technology: A Valid Conclusion? -- Ch. 7. The All-Important Subject Line -- Ch. 8. Personalization and Relevance -- Ch. 9. Holding On to Fragile Response -- Ch. 10. Words and Phrases That Work -- Ch. 11. Words and Phrases That Don't Work -- Ch. 12. Structuring Sentences and Paragraphs That Persuade -- Ch. 13. How to Reduce Opt-Outs -- Ch. 14. The Interval Enigma: How Often Should You E-Mail? -- Ch. 15. Monday and Friday -- Poor E-Mail Days? -- Ch. 16. Rich Media and Viral Mail -- Ch. 17. Sample E-Mails: The Good, the Bad, and the Ugly -- Ch. 18. "And in conclusion, ladies and gentlemen ..." -- App. A Potpurri of Tips.
