The Complete Guide to E-mail Marketing: How to Create Successful, Spam-Free Campaigns to Reach Your Target Audience and Increase Sales
Author: Bruce C Brown
Researchers estimate that by 2008 e-mail marketing revenues will surpass {dollar}1.8 billion dollars annually. Are you getting your share? According to Jupiter Research, 93 percent of U.S. Internet users consider e-mail their top online activity. E-mail is a fast, inexpensive, and highly effective way to target and address your audience. Companies like Microsoft, Amazon.com, Yahoo, as well as most Fortune 1000 firms are using responsible e-mail marketing for one simple reason: It works! And it generates profits immediately and consistently! In this new, groundbreaking book you will learn how to create top-notch e-mail marketing campaigns, how to build stronger customer relationships, generate new qualified leads and sales, learn insider secrets to build your e-mail list quickly, deal with spam filters, and the optimum days and times to send your e-mails.
You will have step-by-step ways to: Build your business quickly using responsible, ethical e-mail marketing, Leverage your current Web site, using auto responders, Write effective e-mail advertising copy, Develop newsletters, Write winning subject lines, Get high click-through rates, Format your messages, Put the subscription form on your site, Use pop ups, Use single or double opt-in subscriptions, Increase the response rate of your offer dramatically, Format your e-mail so that it will be received and read, Choose between text or HTML e-mail (and why), Reduce advertising expenses, Have measurable marketing results with instant feedback, Automate the whole e-mail marketing process. In addition, we spent thousands of hours interviewing, e-mailing, and communicating with hundreds of today's most successful e-mail marketing experts.This book contains their secrets and proven successful ideas, including actual case studies. If you are interested in learning hundreds of hints, strategies, and secrets on how to implement effective e-mail marketing campaigns and ultimately earn enormous profits, then this book is for you.
Table of Contents:
Foreword 9
Introduction 13
Who is this Book for 14
How this Book is Organized 15
Benefits of Using E-mail 18
History & Understanding of E-Mail Marketing 21
Online Marketing 24
Internet Marketing 25
E-mail Marketing 26
Internet Advertising 27
Types of Online Advertisements 28
Understanding Banner Advertising 28
Static vs. Dynamic vs. E-mail 30
E-mail Marketing vs. Spam 32
Introduction to E-mail Marketing 35
E-mail Marketing is Ideal for 36
E-mail Marketing is Not Ideal for (Nor Will it Work For) 36
E-mail Abuse and Spam 37
E-mail Marketing Walkthrough 38
Plan your E-mail Marketing Campaign 38
Target your Audience & Content 39
Write & Design your E-mail 39
Set up your Online Mail Distribution Method 40
Review your E-mail List 40
Test your E-mail 41
Schedule your E-mail Blast 41
Send your E-mail Blast 41
Analyze Results 42
Spam, Spam, Spam! 45
Phishing 46
CAN-Spam Act 47
CAN-Spam Act Requirements 48
Spam Tools 50
Opt-In and Opt-Out 63
Opt-In and Opt-Out Concepts 63
How to Create & Grow Your E-mail Lists 69
Proven Methods to Grow your E-mail List 70
How to keep People from Unsubscribing from Your E-mail List 77
How to Design an Effective E-mail Campaign 79
E-mail Campaign Basics 80
Developing an E-mail Marketing Campaign 81
HTML vs Text Format 83
Options for E-mail Marketing Service Providers 85
All-in-One E-Mail Marketing Service Providers 87
E-Mail Marketing Specialists 90
Mass E-Mail Marketing Software 91
E-mail Marketing Director Overview 92
Who is E-mail Marketing Director for 94
What can you do with E-mail Marketing Director? 94
Other Mass E-mail Applications 95
Target & Segment Your Audience 101
When Not to Use Targeting & Segmentation 101
When to Use Targeting & Segmentation 102
Personalization 103
Collecting Demographic Data 104
Maintaining Multiple Lists 105
How to Write an Effective E-mail 113
HTML vs Text Format 113
How to Design an HTML E-mail 114
Tools and Advice for Creating your E-mail Masterpiece 116
How to Design a TEXT Based E-mail 121
Auto-Responders 123
The Subject Line 133
Basic Rules for Writing Subject Lines 135
Do's and Don'ts when Creating your Subject Line 136
When to E-mail, How Often, and What Time 141
What Day of the Week is best to E-mail 141
What Time of the Day is the Best to Send E-mail Campaigns 142
How to Determine the Frequency for E-mail Campaigns 143
The Future of E-mail Marketing 145
Search Engine Optimization 147
Successful Search Engine Optimization 148
Meta Tag Definition and Implementation 149
The Title Tag 151
The Description Tag 151
The Keywords Tag 152
The Robots Tag 153
Other Meta Tags 154
ALT Tags 154
How to Use the Correct Keywords 155
Optimization of Web Page Content 156
Optimize your Web Site 157
Web Site Optimization Tips, Hints, and Secrets 158
Web Design & Optimization Suggestions 161
How Do Search Engines Work? 164
Using a Search Engine Optimization Company 165
Search Engine Registration 167
Search Engine Optimization Checklist 170
Free Web Site Search Engine Submission Sites 171
Additional Free Web Site Optimization Tools 172
Web Site Design and Optimization Tools 172
Summary 175
Top Reasons to Follow the Guidelines in this Book 175
E-Mail Marketing Case Studies 177
Industry Hints, Tips, & Secrets 195
Author Biography and Dedication 267
Glossary 269
Index 285
See also: News Coverage of Violence against Women or Reconsidering Informality
Practical Unix & Internet Security
Author: Simon Garfinkel
A quarter million Unix system administrators and users have found earlier editions of this classic reference indispensable in protecting their systems from both external and internal attacks. This new edition is a comprehensive update, providing much-needed coverage of today's host security and networking issues. It's an essential resource for readers concerned about securing their systems, networks, and web presence in an increasingly hostile world. Focusing on the four most popular Unix variants today -- Solaris, Mac OS X, Linux, and FreeBSD -- this book contains new information on PAM (Pluggable Authentication Modules), LDAP, SMB/Samba, anti-theft technologies, embedded systems, wireless and laptop issues, forensics, intrusion detection, chroot jails, telephone scanners and firewalls, virtual and cryptographic filesystems, WebNFS, kernel security levels, outsourcing, legal issues, new Internet protocols and cryptographic algorithms, and much more. Packed with 1,000 pages of helpful text, scripts, checklists, tips, and warnings, Practical Unix and Internet Security remains the definitive reference for Unix administrators and anyone who cares about protecting their systems and data from today's threats. Simson Garfinkel, CISSP, is a journalist, author of 11 other books, and founder of Sandstorm Enterprises.
Library Journal
Open-source, UNIX-like operating systems such as Linux (Computer Media, LJ 5/1/03) and FreeBSD (Computer Media, LJ 9/1/03) have been growing in popularity, adding to UNIX's reputation as an undeniable standard. For beginning users (with little geared toward administrators), Visual QuickStart provides step-by-step instructions to common commands, from logging in to recording login sessions-with typical tips, tables, sidebars, and screenshots. Appendixes contain a UNIX reference, typical file and directory locations, and command flags. A gentle introduction to the seemingly intimidating UNIX environment; recommended for all libraries. Webmin covers the core uses of this popular open-source, web-based graphical system administration tool, from installation to configuring DNS with BIND to setting up Sendmail. Notes, cautions, and tips add OS-specific and other useful information, the use of each Webmin option is clearly explained, and strategic screen shots illustrate concepts. Especially useful for beginning to intermediate administrators, this will find an audience in larger libraries. (The text is also freely available online.) Security updates and revises this comprehensive classic for beginning to advanced administrators, with hands-on, applicable advice for securing UNIX and UNIX-like networks. While all examples are UNIX-specific, the underlying explanations of network security issues are useful overall. Its logical organization and clear explanations make it a good reference for larger libraries. Copyright 2003 Reed Business Information.