Description |
ix, 294 p. ; ill. ; 24 cm. |
Contents |
Introduction : By the numbers : what's it all about? -- What is marketing's goal? -- Is email the perfect marketing tool? -- What's wrong with email? -- Subscriber engagement : what matters? -- Building a killer database -- Segmenting for relevance -- Finding or creating relevant content -- The role of email in viral and word-of-mouth marketing -- Analytics that matter -- Testing against your goals -- Using surveys, forms, and other feedback tools -- Triggers, transactions, and integration -- Are you a spammer?. |
Subject |
Internet marketing.
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Electronic mail systems.
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ISBN |
9780470122457 (cloth) : $24.95 |
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0470122455 (cloth) |
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