Despite being one of the most mature online marketing technologies available to today's small and medium-sized business marketer, email marketing continues to pack a punch way beyond its weight or cost. The fact is that email marketing, if you treat it right, works better than any other marketing technique available - both on or offline. This book is for any entrepreneur, business owner or marketer who values the idea of building and maintaining relationships with existing customers and prospects, and forging new connections by creating and delivering timely and targeted content. It tells you how to put in place the important principles and techniques that will improve your email marketing, making it more engaging for your audience and more profitable for you. No matter what kind of business you are in, email marketing, combined with the simple best practices featured here, will help you increase customer retention and drive profitability. If you want to start making relationships pay, now is the time to invest in email marketing. This guide from John Hayes will get you started in the right way, or show you how to improve the email marketing you are already doing.
John W. Hayes is a marketing strategist, public speaker and author who specialises in helping small and medium-sized businesses maximise the potential from their marketing budgets through the development of strategic Thought Leadership Marketing programmes. He regularly contributes to a wide range of publications and websites on topics including email, content and social media marketing and multi-channel eCommerce. In 2011 he opened the first international office for iContact (a US-based email and social media marketing company) in London. iContact was acquired in 2012 by the marketing and PR software company Vocus for $169 million. He also sits on the board as a non-executive director at SellerExpress (a company providing multi-channel retail technology for online sellers) and operates his own training and consultancy business. Following the publication of his bestselling content marketing book Becoming THE Expert: Enhancing Your Business Reputation through Thought Leadership Marketing (Brightword Publishing), he has delivered regular content and email marketing workshops throughout the UK and across Europe. For updates on John's books, events and other projects, follow him on Twitter @john w hayes, or Facebook at www.facebook.com/becomingtheexpert.
About the Author Preface 1. Email Marketing is Alive and Kicking 2. Selecting Your Email Marketing Service Provider 3. Growing Your List the Right and Wrong Way 4. Spam 5. Keeping It Relevant 6. Driving Engagement beyond the Click 7. Frequency and Timing 8. Subject Lines, Headline News 9. Take Time for Text 10. Automate, Schedule and Mobilise 11. Testing and Optimising for Success 12. Understanding Your Return on Investment 13. Email Marketing for eBay and Amazon Sellers 14. Stop Talking About Email Marketing