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|a HF5415.1265.B47 2002eb
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|a MarketingSherpa's Best Practices in Marketing with Email Newsletters.
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|a Warren :
|b MarketingSherpa, Incorporated,
|c Oct. 2002.
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|a TABLE OF CONTENTS -- INTRODUCTION: WHY EMAIL NEWSLETTERS NOW? -- Statistics To Ponder -- Glossary of Terms Used In This Report -- PART I. EMAIL NEWSLETTERS: THE BASICS -- Definition of Email Newsletter -- Text vs. HTML -- FIGURE 1-1: A TEXT-ONLY EMAIL NEWSLETTER LOOKS TYPEWRITTEN, BUT LINKS TO WEB PAGES AND EMAIL ARE UNDERLINED AND CLICKABLE -- FIGURE 1-2: AN HTML NEWSLETTER LOOKS LIKE A WEB PAGE IN YOUR INBOX -- Advantages Over Print Newsletters -- EMC Saved Big -- Email Newsletters Less Torture Than Print -- Franklin Covey Gets A Hearing With Sales Eexcutives
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| 505 |
8 |
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|a Pass-Along To Decision-Makers7 Myths About Email Newsletters -- How FirstPlace Software Keeps Up with Its Email Newsletter's Success -- Budgeting Checklist -- PART II. FORMULATING YOUR EMAIL NEWSLETTER STRATEGY -- What Do You Want to Accomplish with a Newsletter? -- Who is Your Primary Audience? -- When You Need Two Newsletters for Two Or More Audiences -- How Will You Know You Are Succeeding? -- Wait! Do You Need to Publish at All? -- FIGURE 2-1: EMC DECIDED NOT TO PUBLISH ITS OWN, BUT TO SPONSOR ONE WHOSE CONTENT IS CREATED FOR ITS OWN READERSHIP -- Build vs. Buy
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| 505 |
8 |
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|a Relationship Marketing: The Strategic Foundation of Company Newsletters15 Possible Goals of Publishing an Email Newsletter -- Goal #1: Acquire New Customers -- FIGURE 2-2: BY CAPTURING NEWSLETTER OPT-IN PREFERENCES, BROOKS SPORTS IS ABLE TO PUBLISH A CUSTOMIZED VERSION OF ITS MONTHLY -- Goal #2: Generate Sales -- FIGURE 2-3: MARTHASTEWART SENDS SALES PITCHES THAT READERS ARE HAPPY TO RECEIVE -- FIGURE 2-4: OLDNAVY�S LANDING PAGE PERFECTLY MATCHES THE EMAILED OFFER -- Goal #3: Turn Your House File into Active Leads -- Goal #4: Keep Sales Leads Warm
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| 505 |
8 |
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|a FIGURE 2-5: READING THIS CONSISTENTLY IS LIKELY TO BE A GOOD LEAD, AND WILL QUICKLY BE CONVINCED THAT YOU ARE A SOURCE OF EXPERTISEGoal #5: Increase Customer Satisfaction and Education -- Goal #6: Build Trust and Confidence with Investors -- Goal #7: Build Long-Term Relationships with Prospects for Long-Sales Cycle Products and Services -- Goal #8: Support Retail and Offline Sales -- FIGURE 2-6: THE CALIFORNIA TORTILLA USES A NEWSLETTER TO DRIVE TRAFFIC TO THEIR STORE ON RAINY DAYS -- Goal #9: Upsell and Resell -- Goal #10: Educate the Marketplace
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| 505 |
8 |
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|a Goal #11: Build Brand and ImageFIGURE 2-7: SILK ROAD NEWSLETTER BUILDS BRAND FOR U.S. BANCORP PIPER JAFFRAY -- Goal #12: Promote Media Coverage -- FIGURE 2-8: FORRESTER�S NEWSLETTER CATERS TO THE PRESS. BY SIMPLY REPLYING TO THE MESSAGE, MEMBERS OF THE PRESS CAN RECEIVE A -- Goal #13: Manage and Inform Affiliates and Partners -- Goal #14: Drive Traffic to Your Web site or to Other Media -- FIGURE 2-9: FOXNEWS� NEWSLETTER DRIVES TR AFFIC TO THE EVENING�S TELEVISION NEWS PROGRAMS BY TELLING SUBSCRIBERS WHAT THE TOP -- Goal #15: Generate Revenue from Ad Sales
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| 521 |
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|a Trade
|b MarketingSherpa, Incorporated.
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| 590 |
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|a ProQuest Ebook Central
|b Ebook Central Academic Complete
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| 650 |
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0 |
|a Internet marketing.
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| 650 |
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0 |
|a Electronic mail systems.
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2 |
|a Electronic Mail
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|i Print version:
|a Yudkin, Marcia.
|t MarketingSherpa's Best Practices in Marketing with Email Newsletters.
|d Portsmouth : MarketingSherpa, Incorporated, ©2002
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|b E-Collections
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