The Complete Guide to E mail Marketing or Practical Unix Internet Security

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.