Effective E-mail Marketing The Complete Guide to Creating Successful Campaigns

"E-mail is today's most powerful marketing medium. It is also the most misunderstood. This dynamic book dispenses with incomprehensible theories and conflicting rules to explore real-life examples of e-mail campaign successes and failures -- explaining exactly why each soared or sank.

Over-mailing * Under-testing * Poorly constructed messages * Effective E-Mail Marketing shows marketers how to avoid these and hundreds of other problems, and how to craft messages that build rapport -- and sales -- to consumers worldwide. All marketers using the Web will want to look here first to learn the truth about:

* Adapting mass-market messages to this one-to-one medium

* Strategies for increasing mailing frequency without increasing ""opt-outs""

* Techniques that reach through the screen to grab the reader

* Words and phrases that drive response -- and those that guarantee rejection

At last, a book full of hard-boiled e-marketing tips to replace unproven theories "