Successful E-Mail Marketing Strategies

From Hunting to Farming

When it first came on the scene in the early to mid 1990s, email marketing was the hottest, most productive marketing tool on the map. Response rates and profits were many times greater than snail mail and other forms of selling. Then things changed. Response rates have dropped precipitously, and general productivity has evaporated.

What happened? Too many marketers devoted their efforts to sending millions of e-mails (Hunting for sales) instead of building relationships with their subscribers (Farming). That’s why Successful E-Mail Marketing Strategies: from Hunting to Farming was written. The authors, veterans of both the traditional marketing and email marketing wars, share their wisdom about how to make this exciting new marketing tool an effective tool for finding new customers and mining existing customers more profitably.

The authors cover campaign performance management, hunting versus farming, developing segments, using analytics and testing, improving customer loyalty and retention, and more. They explain how to create powerful subject lines, how to use interactivity and viral marketing, how to listen to customers, how to apply your strategies to specific types of markets.

Successful E-Mail Marketing Strategies is the one volume you will be able to depend on to develop and use state-ofthe-art email marketing strategies to find more new customers, turn more prospects into loyal customers, and make more money for your company.

Product Details
395 pages
ISBN: 978-1-933199-16-0