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Total E-mail Marketing
Description
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, integrated e-mail campaigns
* How to rapidly build a quality house list
* Sourcing opt-in B2C and B2B lists
* Ethical and legal constraints
* Tools for managing inbound and outbound e-mail
* Designing HTML and text format e-mails for maximum response
* Writing engaging copy
* Key issues in planning e-newsletters
* Measuring and improving e-mail campaigns
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