The E-Mail Marketing Handbook
(Second Edition)
There's a tremendous need for good information about how to use e-mail in marketing.
About half the questions I receive concerning Internet marketing concern e-mail
marketing -- newsletters, e-mail marketing software, spam filters, ad tracking,
RSS feeds, and all the
related topics.
The Handbook comes out of Dr. Wilson's own struggle to continually improve his own e-mail marketing. He says, "I began with Web Marketing Today e-mail newsletter in 1995, and have since launched a number of newsletters, both free and paid. My company's lifeline is e-mail, so I've had to find at least tentative answers for all the problems you're facing. In this Second Edition, I've gathered together in two volumes (a total of 875 pages) a practical handbook of information about e-mail marketing strategies and tools that you can either read or dip into as a reference." Published September 14, 2005.
Chapter Headings
Here's a chapter list from the 2005 version of The E-Mail Marketing Handbook (Second Edition). You can also see a detailed Table of Contents that includes subheadings within each chapter.
| Volume 1 - Instruction (128 pages) | 1 | ||
| Preface | 2 | ||
| 1. Introduction to E-Mail Marketing | 8 | ||
| 2. Developing a Permission-Based Mindset | 12 | ||
| 3. Creating an E-Mail Newsletter | 16 | ||
| 4. Formatting E-Mail Messages | 20 | ||
| 5. Increasing Subscribers to Your House List | 30 | ||
| 6. Personalizing, Tracking, Segmenting, and Testing | 37 | ||
| 7. Using Autoresponders | 45 | ||
| 8. Getting Your E-Mail Delivered | 51 | ||
| 9. Selecting an E-Mail Marketing Program | 70 | ||
| 10. Writing E-Mail Promotional Copy | 88 | ||
| 11. Complying with Anti-Spam Laws | 98 | ||
| 12. Renting an Opt-in List | 106 | ||
| 13. Comparing RSS Feeds with E-Mail Marketing | 115 | ||
| Appendix 1. Questionnaire for Prospective E-Mail Vendors | 121 | ||
| Volume 2. Appendices (746 pages) | 129 | ||
| Appendix 2. E-Mail Marketing Software and Service Vendor Directory | 136 | ||
| Appendix 3. Detailed Descriptions of Responding Vendors | 247 | ||
| Appendix 4. User Likes and Dislikes | 757 | ||
Preface to The E-Mail Marketing Handbook (Second Edition)
 Dr. Ralph F. Wilson, Author |
I am convinced more than ever that Internet marketers must understand and use the full power of e-mail marketing if they are to maximize their potential on the Internet. In this book I've tried to explain just how to do that.
If you're new to e-mail marketing, you'll find this book a helpful instruction manual. If you've been involved with e-mail marketing for years, you'll find yourself referring back to this Handbook to check on spam filter details, research a new e-mail marketing program you are investigating, and to find some new ways to extend your mastery of e-mail. The instruction section is thorough but concise -- about 120 pages.
One of the most important functions of The E-Mail Marketing Handbook is as a shopping guide to e-mail marketing programs. In the First Edition I included reviews of several of the leading programs. In the Second Edition, however, there is no adequate way to review the 250 e-mail marketing programs. Instead, I decided to ease your shopping research in these ways:
- Chapter 9, "Selecting an E-Mail Marketing Program," describes in detail the kinds of features available in today's programs. From this chapter you should be able to determine just what features you'll need and which you won't.
Recommendations are offered at the end of Chapter 9, with a special
focus on meeting small business needs. Several programs have been designated
with the Web Marketing Today 2005 Award of Merit for Excellence in
E-Mail Marketing Software. But these days there are many, many
excellent programs, so don't stop your research with my recommendations. You
may need something special -- and fortunately many vendors can meet your
specific needs.
- Appendix 1, "Questionnaire for Prospective E-Mail Vendors" (5 pages), is a 99-question questionnaire that you can make copies of as you evaluate various programs. I've included this tool in Volume 1 for your convenience.
- Appendix 2, "E-Mail Marketing Software and Service Vendor Directory" (110 pages), contains contact information and URLs to about 250 vendors. I am quite aware that the list isn't complete, but it is pretty comprehensive and covers vendors all over the world.
- Appendix 3, "Detailed
Descriptions of Responding Vendors" (500 pages), contains
answers to the 99 questions contained in Appendix 1 from about 50 vendors
who took the time to respond to my four requests for information. This
appendix is chock-full of valuable information, much of which you can't find
on websites, that will allow you to compare vendors by specific features.
- Appendix 4, "User Likes and Dislikes" (100 pages),
gives you some feedback and ratings by your fellow marketers who are currently using e-mail marketing software. Take their comments about particular programs with a grain of salt, but do read them, as they may alert you to special features or certain problems you should be aware of.
All in all, I think you'll find The E-Mail Marketing Handbook (Second Edition) to be a invaluable companion as you shop for e-mail marketing software and then begin to use it to empower your business.
My prayer is that this book helps you succeed in your business -- and in your life.
God bless you,
Dr. Ralph F. Wilson
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Unsolicited Testimonials"Yesterday evening I sat down and started to read the latest edition of your E-Mail Marketing Handbook and was completely blown away. It is, without a shadow of a doubt, the most comprehensive document I've ever read on the subject of e-mail -- and I've read quite a few. There are many topics in your book that most other writers either miss out completely or pass over without going into detail. Not only did I learn a lot, but you have a very pleasant and warm writing style that makes it a pleasure to read." -- Ned Norris, www.rusc.com "It is a truly sterling work and I'm finding it fascinating reading." -- Neil Morgan, developer of AutoResponse Plus, www.eCom24.com |
(Note: If you're a paid subscriber to Web Marketing Today Premium, login now at the top left of this screen, select "Download E-books," and download your bonus book right now at no extra charge.)
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How to Develop a Landing Page -- completely revised and written for mid-2008 -- explains
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Guide to Search Engine Optimization (2007 Edition) is a 97-page e-book that explains in simple terms what search engine optimization (SEO) is all about. It is not a guide for experts, nor will it make you an expert. But you'll understand how to (1) make your webpages and navigation system search engine friendly, (2) develop an effective link campaign to boost your PageRank, and (3) outsource SEO if you decide not to do it yourself. I sell this for $14.95.
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Report on Pay Per Click (PPC) Bid Management Software. This 52-page report is a "must read" if you're doing PPC advertising using only Google's or Yahoo's native bid management interface. Bid management software can often save you 30% to 50% of your current level of ad purchases by maintaining your desired position, optimizing prices by reducing bid gaps on a frequent basis, and showing your ads only at times when you know your products sell best -- all working on autopilot. Which program should you select? This report outlines the features you should look for, compares 16 different bid management programs, provides user feedback, and makes recommendations. $14.95.
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Research Guide to Online Niche-Finding. This 49-page book leads you through the steps necessary to discover a potentially profitable online business niche, consider the competition, and develop a unique approach that will bring traffic and revenue. We examine the 5 principles of research, examine the various formulas used to spot potential winners, consider the strengths and weaknesses of the existing research software, briefly survey 24 keyword, PPC, and niche-finding research software programs, and provide more in-depth reviews of WorldWide Brands Research Wizard, P.I.P.E. and the Online Research Guide to Picking Products that Sell. Price: $14.95.
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How to Promote Your Local Business on the Internet. This 44-page book is designed for local business owners and marketing directors, as well as professionals who serve them -- web designers and marketing consultants. While not repeating all the Internet marketing basics, it focuses on the elements that can make local business marketing a success, localized search engine optimization, Yellow Page ads, awareness of local portals, use of local PPC options and geotargeting at Google AdWords and Yahoo Local, e-mail newsletters, etc. I sell this for $13.95.
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The E-Mail Marketing Handbook (Second Edition). This 875-page e-book provides a broad look at all aspects of e-mail marketing -- publishing your own company e-mail newsletter, e-mail promotions, e-mail marketing programs, formatting the e-mail, ad tracking systems, autoresponders, getting through spam filters, RSS feeds, and obeying anti-spam laws. The book also includes four appendices with user comments and ratings of various programs, a directory of 250 e-mail marketing programs, and detailed vendor answers to 99 questions about their software. This is by far the most comprehensive book on the market, especially as a buying guide to software that could be used by small to medium businesses. I sell this for $27.00.
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The 766-page Shopping Cart Report, revised in January 2004, is the most comprehensive purchasing guide to e-commerce software ever published. It provides a basic overview of carts and my recommendations of 36 particular carts. There's a shopping guide for 12 different cart applications. I provide a directory to 225 shopping cart programs, with detailed information on 50 of the top vendors. I sell this for $34.95.
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