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Table of 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?.
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?.