E-Book Overview
Praise for EMAIL MARKETING by the NUM8ERS"At last-a book that marketers can use to gain real respect from CFOs and CEOs who care about the bottom line. Baggott, author of the award-winning blog 'Email Marketing Best Practices,' clearly explains how to make your campaigns perform measurably better. The secret's in your test results."—Anne Holland, President, MarketingSherpa"Despite its proven power, email marketing receives a fraction of the attention given to other, fancier media. This week you'll probably hear far more about mobile videocasting (or some such fashion) than you will about email marketing. You can help correct this imbalance by reading this book."—Rory Sutherland, Vice Chairman, Ogilvy Group, London, UK"Baggott's wonderful new direct marketing book is loaded with practical advice and recommendations from some of the best minds in the industry. Email Marketing by the Numbers should be read by everyone in the industry who wants to profit from acquiring and retaining customers."—Arthur Middleton Hughes, Vice President/Solutions Architect, Knowledge Base Marketing, and author of Strategic Database Marketing"Amidst the confusion and changing landscape of the Web, Baggott is one of the clear thinkers who can cut through the hype and help you understand how to drive revenues through the use of marketing technology."—Scott Burkey, Business Development Executive, Definition 6"Baggott is the ultimate Web 2.0 entrepreneur who takes Email 2.0 to a new level. In Email Marketing by the Numbers, he gives marketers instructions for creating one-to-one conversations with prospects and customers. This book should be on the desk of every marketer in every company, big or small."—Scott Maxwell, founder, OpenView Venture Partners
E-Book Content
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Email Marketing by the Numbers How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level
Chris Baggott with Ali Sales
John Wiley & Sons, Inc.
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Email Marketing by the Numbers
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Email Marketing by the Numbers How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level
Chris Baggott with Ali Sales
John Wiley & Sons, Inc.
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Copyright © 2007 by Chris Baggott. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. Wiley Bicentennial Logo: Richard J. Pacif ico No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the cont