Total e-Mail Marketing stands out in stressing the need to integrate e-mail with other communications tools.

It points out two key integration issues:

• Integration through time - multi-step e-mails and options for e-mail campaign structures;
• Integration with the company website as a means of building house lists and profiling customers, as well as utilising the web as part of the direct response medium.

Highly structured and designed for maximum accessibility and practical application, the book comprises:

• 'e-Marketing insight' sections summarising expert opinions and 'e-Marketing in practice' boxes for cases to bring the theory to life
• Chapter summaries and weblinks to reinforce learning and encourage further research
• Frequent screen shots to show the application of key concepts.

A vital supplement to the author's eMarketing eXcellence text, the handbook is relevant to all marketers - whether they specialise in e-marketing or not - as it offers an integrated campaign perspective not just a listing of tools.

• Offers an integrated campaign perspective, crucial for all marketers wanting to maximise the benefits of e-mail.
• Structured and accessible approach allows for easy appreciation and application of key points.
• Includes a range of views and examples of best practice for a rounded view of the pitfalls and the potential of e-mail marketing.

Contents

• Introduction
• E-mail marketing fundamentals
• E-mail campaign planning
• E-mail for customer acquisition
• Using e-mail for customer retention
• Crafting e-mail creative
• E-Mail marketing management
• E-mail marketing innovation