Table of contents for

Successful E-Mail Marketing Strategies

by Arthur Middleton Hughes and Arthur Sweetser

Chapter

• 1 - E-mail Marketing: Something New and Wonderful
• 2 - E-mail Marketing: Hunting or Farming
• 3 - Campaign Performance Measurement
• 4 - The Farming of Subscribers
• 5 - The Importance of Relevant E-mails
• 6 - E-mail Subscriber Lifetime Value
• 7 - E-mail Marketing to Subscriber Segments
• 8 - Acquiring Permission-Based E-mail Addresses
• 9 - Creating Powerful Subject Lines
• 10 - How to Write Compelling E-mails
• 11 - Listening to Customers
• 12 - The Frequency Debate: How Much E-mail is Enough?
• 13 - The Power of Transactional E-mails
• 14 - How to Send Triggered E-mails
• 15 - Interactivity: Making Each E-mail an Adventure
• 16 - Testing to Improve your Marketing
• 17 - Customer Retention and Loyalty
• 18 - Viral Marketing
• 19 - Using Analytics to Boost E-mail Success
• 20 - Business to Business E-mail Marketing
• 21 - Building Retail Store Traffic
• 22 - Organizing and Managing E-mail Programs
• 23 - The Future of E-mail Marketing
• 
  Appendix: The Discount Rule
• E-mail Marketing Glossary
• About the Authors
• Index