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by Eric Groves
The Constant Contact Guide to Email Marketing
Title Page
Copyright Page
Acknowledgements
Chapter 1 - The 40 “Know It or Blow It” Rules of Email Marketing
Ten Keys to Your Overall Email Marketing Success
Ten Things Your Customers Expect You to Do
Ten Ways to Get Your Business in Trouble with Email
Ten Reasons to Use an Email Marketing Service Provider
Chapter 2 - The Power of Email Relationships
Building Customer Relationships with the Constant Contact Cycle
Four Examples and Rewards of Running a Relationship Business
Chapter 3 - Making Money: The Economics of Email
How to Maximize the Return on Your Email Marketing Dollars
Reaping the Soft Benefits of Email Marketing
Chapter 4 - The Benefits of Permission-Based Email Marketing
Is Your Email Glamorous or Spam-orous?
Adhering to the CAN-SPAM Act
How Four Types of Permission Can Make or Break Your Strategy
Chapter 5 - Building a Quality Email List
Finding Places to Make Valuable Connections
Mapping Out Your Connection Points
Tips for Maximizing Email Address Collection
Chapter 6 - Making Your Email List More Valuable
Strike While the Iron Is Hot
Increasing the Value of a List over Time
Chapter 7 - The Three Rules of Valuable Email Content
Rule 1: Work Off a Plan
Rule 2: It’s Not About You
Rule 3: Choose a Variety of Sources for Your Content
Chapter 8 - Creating Email Content That Leads to Action
Tying Email Content to Your Objectives
Writing Great Email Content
Calling for Action with Your Email Content
Inserting Action Links in Your Emails
Chapter 9 - Looking Professional: Choosing an Effective Email Format
Determining Content-Appropriate Formats
Branding Emails Consistently
Ten Email Formats Every Business Should Know About
Chapter 10 - Making Introductions: Subject Lines, From Lines, and Frequency
Email From Lines: Do I Know You?
Subject Lines: Do I Care?
Email Frequency and Length: Do I Have Time?
Chapter 11 - Email Filters and Other Delivery Challenges
Email Filtering, Bouncing, and Blocking
Maximizing Delivery: Nontechnical Issues
Maximizing Delivery: Technical Issues
Chapter 12 - Tracking and Improving Email Campaigns
Why Tracking Is Important for Building Relationships
How Tracking Works
What to Do About Tracking Data
Chapter 13 - Collecting More Feedback with Surveys
The Benefits of Ongoing Feedback
How to Ask the Right Questions
Four Key Places to Collect Feedback
Chapter 14 - Getting Beyond the Inbox
Creating and Managing an Email Archive
The Benefits of an Email Archive
About the Author
About Constant Contact
Index
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