In this chapter, you will learn:
- The basics of email strategy.
- How to structure and design an effective marketing email.
- How to plan and execute a successful direct marketing campaign using email.
- Techniques for measuring and optimising your email campaigns.
- How mobile can tie into and enhance your direct marketing campaigns.
- 18.1: Introduction
- 18.2: Key terms and concepts
- 18.3: Direct marketing strategy and planning
- 18.4: Step-by-step direct marketing process
- 18.5: Measuring success
- 18.6: Tools of the trade
- 18.10: References
- 18.7: Advantages and challenges
- 18.8: Case study - GlobalGiving
- 18.9: The bigger picture
- 18.E: Direct marketing - email and mobile(Exercises)
- 18.S: Direct marketing - email and mobile