000			04416nam a2200637 i 4500
001			EBC4313118
003			MiAaPQ
006			m o d |
007			cr cnu||||||||
008			160118s2016 nyua foab 001 0 eng d
020			_a9781606499931 _qe-book
020			_z9781606499924 _qpaperback
035			_a(MiAaPQ)EBC4313118
035			_a(Au-PeEL)EBL4313118
035			_a(CaPaEBR)ebr11139334
035			_a(CaONFJC)MIL885064
035			_a(OCoLC)939265179
040			_aMiAaPQ _beng _erda _epn _cMiAaPQ _dMiAaPQ
050		4	_aHF5415.1265 _b.H254 2016
082	0		_a658.872 _223
100	1		_aHanna, Richard C., _eauthor.
245	1	0	_aEmail marketing in a digital world : _bthe basics and beyond / _cRichard C. Hanna, Scott D. Swain, Jason Smith.
250			_aFirst edition.
264		1	_aNew York, New York (222 East 46th Street, New York, NY 10017) : _bBusiness Expert Press, _c2016.
300			_a1 online resource (129 pages) : _billustrations.
336			_atext _2rdacontent
337			_acomputer _2rdamedia
338			_aonline resource _2rdacarrier
490	1		_aDigital and social media marketing and advertising collection, _x2333-8830
504			_aIncludes bibliographical references and index.
505	0		_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.
506	1		_aAccess restricted to authorized users and institutions.
520	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.
588			_aTitle from PDF title page (viewed on January 18, 2016).
590			_aElectronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
650		0	_aInternet marketing.
650		0	_aElectronic mail messages.
653			_aEmail marketing
653			_aemail metrics
653			_aemail history
653			_aCAN-SPAM
653			_aA/B testing
653			_asocial media
653			_aemail lists
653			_asegmentation
653			_abig data
655		4	_aElectronic books.
700	1		_aSwain, Scott D., _eauthor.
700	1		_aSmith, Jason., _eauthor.
776	0	8	_iPrint version: _z9781606499924
797	2		_aProQuest (Firm)
830		0	_aDigital and social media marketing and advertising collection. _x2333-8830
856	4	0	_uhttps://ebookcentral.proquest.com/lib/bcsl-ebooks/detail.action?docID=4313118 _zClick to View
999			_c752790 _d752790