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Despite 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 social and digital media channels, cannot duplicate or
recreate the unique capabilities of email marketing. This book is
for those who wish to learn more about how email marketing works,
whether as students, teachers, or practitioners. The authors recap
the history of email and email marketing and explain how it informs
email today. They 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. Also
addressed are special topics in email strategy, including the
psychology of email recipients, AB testing for optimizing email
elements, integrating email with social media, and aligning email
with big data sources.
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