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000841916 020__ $$z9781606499924$$qpaperback
000841916 020__ $$a9781606499931$$q(electronic bk.)
000841916 035__ $$a(MiAaPQ)EBC4313118
000841916 035__ $$a(Au-PeEL)EBL4313118
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000841916 035__ $$a(CaONFJC)MIL885064
000841916 035__ $$a(OCoLC)939265179
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000841916 050_4 $$aHF5415.1265$$b.H254 2016
000841916 0820_ $$a658.872$$223
000841916 1001_ $$aHanna, Richard C.,$$eauthor.
000841916 24510 $$aEmail marketing in a digital world :$$bthe basics and beyond /$$cRichard C. Hanna, Scott D. Swain, Jason Smith.
000841916 250__ $$aFirst edition.
000841916 264_1 $$aNew York, New York (222 East 46th Street, New York, NY 10017) :$$bBusiness Expert Press,$$c2016.
000841916 300__ $$a1 online resource (129 pages) :$$billustrations.
000841916 336__ $$atext$$2rdacontent
000841916 337__ $$acomputer$$2rdamedia
000841916 338__ $$aonline resource$$2rdacarrier
000841916 4901_ $$aDigital and social media marketing and advertising collection,$$x2333-8830
000841916 504__ $$aIncludes bibliographical references and index.
000841916 5050_ $$aPart 1. What everyone should know about email -- 1. Email still matters -- 2. You've got mail! A trip down memory lane -- 3. The anatomy of an email and email environments -- 4. The metrics of email marketing -- Part 2. Email marketing strategy -- 5. Consumer decision making and the role of email -- 6. Making a list that is worth its weight in gold -- 7. Optimizing emails and A/B testing -- Part 3. Beyond the basics of email -- 8. The personalities of email users -- 9. Social media and email: friend, ally, or frenemy? -- 10. Integrating email with big data -- Index.
000841916 506__ $$aAccess limited to authorized users.
000841916 5203_ $$aDespite annual predictions of its demise, email marketing remains one of the most important tools for businesses and other organizations. The reason is simple. Other communication tools, including the collective proliferation of social and digital media channels, cannot duplicate or recreate the unique capabilities of email marketing. And do not let the name fool you--email marketing is not just for marketers. It is for anyone who can imagine the value of being able to reach specific people (and only those specific people) in a timely manner with messages and propositions while also having the ability to directly measure their responsiveness and reactions. This book is intended for those who wish to learn more about how email marketing works, whether as students, teachers, or practitioners. We begin with a recap of the history of email and email marketing and explain how it informs email today. We then cover the fundamentals of email marketing, including types of emails, the elements of an email, email metrics, best practices for email for improving performance, list development, and the benefits of segmenting an email list. Thereafter, we examine special topics to help managers address special needs in email strategy, including the personalities of email recipients, how to run a proper A/B test for optimizing email elements, integrating email with social media efforts, and aligning email with data sources and CRM opportunities.
000841916 588__ $$aTitle from PDF title page (viewed on January 18, 2016).
000841916 650_0 $$aInternet marketing.
000841916 650_0 $$aElectronic mail messages.
000841916 653__ $$aEmail marketing
000841916 653__ $$aemail metrics
000841916 653__ $$aemail history
000841916 653__ $$aCAN-SPAM
000841916 653__ $$aA/B testing
000841916 653__ $$asocial media
000841916 653__ $$aemail lists
000841916 653__ $$asegmentation
000841916 653__ $$abig data
000841916 655_0 $$aElectronic books
000841916 7001_ $$aSwain, Scott D.,$$eauthor.
000841916 7001_ $$aSmith, Jason.,$$eauthor.
000841916 77608 $$iPrint version:$$z9781606499924
000841916 830_0 $$aDigital and social media marketing and advertising collection.$$x2333-8830
000841916 852__ $$bebk
000841916 85640 $$3ProQuest Ebook Central Academic Complete $$uhttps://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=4313118$$zOnline Access
000841916 909CO $$ooai:library.usi.edu:841916$$pGLOBAL_SET
000841916 980__ $$aBIB
000841916 980__ $$aEBOOK
000841916 982__ $$aEbook
000841916 983__ $$aOnline