CMA Guide to E-mail Marketing | Canadian Marketing Association

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CMA Guide to E-mail Marketing

Introduction Part One: Understanding the value of e-mail marketing The evolution of a new direct marketing channel The promise of e-mail marketing What's working E-mail versus other marketing channels Part Two: Planning for success Setting realistic objectives In-house technology vs. outside vendors Getting ready for fulfilment Test, test, test Part Three: Database & list considerations In-house or rented? What is a permission-based list? Strategies for building an in-house list How to rent lists Database management Part Four: Direct marketing with e-mail DM principles that work in e-mail. and a few that don't The importance of supporting the brand Stand-alone vs. integrated campaigns Effective offers for e-mail Part Five: Elements of successful e-mail creative Plain or fancy? Personalization The "TO," "FROM," and "SUBJECT" fields Planning and writing effective messages What to look for in good e-mail design Landing pages that work Part Six: Tracking results What to track How to track it Part Seven: Privacy & permission issues Obtaining consent Marketing e-mail or SPAM? Canada's privacy laws Part Eight: Samples Part Nine: Glossary of terms