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Email Marketing in a Digital World: The Basics and Beyond

$21.99

Despite 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 social and digital media channels, cannot duplicate or recreate the unique capabilities of email marketing. This book is for those who wish to learn more about how email marketing works, whether as students, teachers, or practitioners.
The authors recap the history of email and email marketing and explain how it informs email today. They 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. Also addressed are special topics in email strategy, including the psychology of email recipients, AB testing for optimizing email elements, integrating email with social media, and aligning email with big data sources.

Category: Digital Social Media Marketing and Advertising SKU: 9781606499924 Tag: 2015 Digital Library
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Description

About the Author(s)

Jason Smith

Jason Smith has more than 15 years experience working at the intersection of digital strategy, data, and design. As the founder of OHO Interactive (www.oho.com), a Boston-based digital agency, he work…
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Richard C. Hanna

Richard C. Hanna professor of marketing at Babson College, in Wellesley, Massachusetts, having previously held faculty positions at Boston College and Northeastern University. A co-author of the book …
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Scott D. Swain

Scott D. Swain a professor of marketing at Clemson University, having previously held faculty positions at Boston University and Northeastern University. His scholarly research focuses on stakeholder-…
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Additional information

Copyright Year

2016

Pub Date

December 25, 2015

Pages

150

ISBN

9781606499924

Print Price

$21.99

EISBN

9781606499931

EBook Price

$9.99

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