LEADER 04068nam 2200661 450 001 9910820941003321 005 20230125193348.0 010 $a1-60649-993-9 035 $a(CKB)3710000000563233 035 $a(OCoLC)935736448 035 $a(CaBNVSL)swl00406095 035 $a(Au-PeEL)EBL4313118 035 $a(CaPaEBR)ebr11139334 035 $a(CaONFJC)MIL885064 035 $a(OCoLC)939265179 035 $a(CaSebORM)9781606499931 035 $a(MiAaPQ)EBC4313118 035 $a(EXLCZ)993710000000563233 100 $a20160118d2016 fy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aEmail marketing in a digital world $ethe basics and beyond /$fRichard C. Hanna, Scott D. Swain, Jason Smith 205 $aFirst edition. 210 1$aNew York, New York (222 East 46th Street, New York, NY 10017) :$cBusiness Expert Press,$d2016. 215 $a1 online resource (129 pages) $cillustrations 225 1 $aDigital and social media marketing and advertising collection,$x2333-8830 311 $a1-60649-992-0 320 $aIncludes bibliographical references and index. 327 $aPart 1. What everyone should know about email -- 1. Email still matters -- 2. You've got mail! A trip down memory lane -- 3. The anatomy of an email and email environments -- 4. The metrics of email marketing -- Part 2. Email marketing strategy -- 5. Consumer decision making and the role of email -- 6. Making a list that is worth its weight in gold -- 7. Optimizing emails and A/B testing -- Part 3. Beyond the basics of email -- 8. The personalities of email users -- 9. Social media and email: friend, ally, or frenemy? -- 10. Integrating email with big data -- Index. 330 3 $aDespite annual predictions of its demise, email marketing remains one of the most important tools for businesses and other organizations. The reason is simple. Other communication tools, including the collective proliferation of social and digital media channels, cannot duplicate or recreate the unique capabilities of email marketing. And do not let the name fool you--email marketing is not just for marketers. It is for anyone who can imagine the value of being able to reach specific people (and only those specific people) in a timely manner with messages and propositions while also having the ability to directly measure their responsiveness and reactions. This book is intended for those who wish to learn more about how email marketing works, whether as students, teachers, or practitioners. We begin with a recap of the history of email and email marketing and explain how it informs email today. We then cover the fundamentals of email marketing, including types of emails, the elements of an email, email metrics, best practices for email for improving performance, list development, and the benefits of segmenting an email list. Thereafter, we examine special topics to help managers address special needs in email strategy, including the personalities of email recipients, how to run a proper A/B test for optimizing email elements, integrating email with social media efforts, and aligning email with data sources and CRM opportunities. 410 0$aDigital and social media marketing and advertising collection.$x2333-8830 606 $aInternet marketing 606 $aElectronic mail messages 610 $aEmail marketing 610 $aemail metrics 610 $aemail history 610 $aCAN-SPAM 610 $aA/B testing 610 $asocial media 610 $aemail lists 610 $asegmentation 610 $abig data 615 0$aInternet marketing. 615 0$aElectronic mail messages. 676 $a658.872 700 $aHanna$b Richard C.$01692763 702 $aSwain$b Scott D. 702 $aSmith$b Jason. 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910820941003321 996 $aEmail marketing in a digital world$94070078 997 $aUNINA