This book will examine how organizations can optimize their use of email marketing. We will first briefly describe the history of email marketing and then discuss current best (and worst) practices. This is followed by an explanation of the evolving psychology of email and how peoples interactions with emails vary in meaningful ways across devices and contexts (e.g., mobile apps versus desktop computer; workplace versus marketplace). Building on this foundation and drawing on our unique expertise, we introduce three ways in which all organizations can improve their email strategies:
- improving and moving beyond A/B and MV testing of email content,
- integrating email and social media efforts, and
- designing and aligning CRM and other sources of customer data for greater email marketing impact.
This book is intended for anyone interested in learning more about email and digital marketing, whether a student or professor in business programs or practicing business executives in digital marketing. In addition to providing new content knowledge, each chapter will end with an application of key metrics needed to better understand and evaluate a firms email marketing strategy. The overall goal is to help marketing managers get more out of a critical marketing tool.
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Contributors: Michael Chmura from Babson College