- Cover
- Title
- Copyright
- Trademarked Terms
- Contents
- Introduction: Who Should Read This Book?
- Before We Begin: How to Read This Book
- Part One: The Basic Tools of Lead-Generation Marketing
- Part Two: Lead-Generation Marketing Tactics
- Chapter 6: Introduction to Online Lead-Generation Advertising
- Chapter 7: Search Engine Marketing
- Chapter 8: Social Media Advertising—Part I: Facebook and LinkedIn
- Planning Your Social Advertising Approach
- Researching Your Target Audience on Social Media
- Advertising on Facebook and LinkedIn
- Three Essential Steps of Web-Based Social Advertising Campaigns
- Understanding the Ad Campaign Setup Tools
- Defining Your Target Audience
- Creating Your Ad
- Setting Up Your Campaign
- The Bid Process and Web-Based Social Media Ads
- Testing Your Social Advertising Campaign
- A Word About MySpace and Other Social Media Tools
- Chapter 9: Social Media Advertising—Part II: Twitter Advertising
- Chapter 10: Display Advertising
- Adding More to the Ads
- The Internet Advertising Bureau
- Five Steps of a Display Ad Campaign
- Step 1: Research Target Websites
- Step 2: Choose How to Approach Your Target Sites
- Working Directly with Websites and Content Networks
- Ad Networks and Ad-Serving Technologies
- Step 3: Create Your Ad
- Step 4: Deploy Your Campaign
- Step 5: Test Your Campaign
- Chapter 11: Selecting and Targeting a Mailing or Contact List
- Chapter 12: E-Mail Marketing
- Chapter 13: Direct Mail Marketing
- Chapter 14: Cold Calling
- Chapter 15: Trade Shows
- Chapter 16: Integrated Lead-Generation Marketing
- Notes
- Index
The Five Steps of E-Mail Marketing Campaigns
You must follow five steps in every e-mail marketing campaign. These steps correspond to the five steps of lead-generation tactics discussed in Chapter 4:
1. Define your target audience.
2. Select and target your e-mail mailing list.
3. Design your creative assets.
4. Test your e-mail campaign.
5. Measure your results.
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