附註:Includes bibliographical references and index.
Front Cover; Total E-mail Marketing; Copyright Page; Contents; Preface; Acknowledgements; Chapter 1. Introduction; Chapter 2. E-mail marketing fundamentals; Chapter 3. E-mail campaign planning; Chapter 4. E-mail for customer acquisition; Chapter 5. Using e-mail for customer retention; Chapter 6. Crafting e-mail creative; Chapter 7. E-mail marketing management; Chapter 8. E-mail marketing innovation; Index.
摘要:Total E-Mail Marketing shows how to run effective e-mail campaigns aimed at both customer acquisition and retention. The book covers much more than simply guidelines on e-mail creative. It explains how to plan and execute e-mail campaigns which integrate with other online and offline communications. The author draws on expertise and examples from leading European practitioners to detail practical tips to improve campaign results. Packed with case studies from UK companies and checklists to get you started or improve on past campaigns, the book covers the following topics: * Planning effective.
