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Send Better Email. Build a Better Business.With more than 2.6 million email messages sent every second, it's becoming harder to stand out in inboxes-not to mention in a sea of spam, which accounts for 67 percent of those emails. Marketing and strategic branding expert Susan Gunelius gives you the tools you need to grow your list of email subscribers, keep them engaged, and turn them into lifelong customers.
By focusing on building a strong foundation first, you'll learn how to develop a comprehensive email marketing program designed to evolve with your business. Then, Gunelius shows you how to convert subscribers into buying customers and vocal brand advocates with the techniques that marketing professionals use to build their businesses and increase their revenue using email. You'll learn how to:
- Use free content to encourage people to subscribe to your email list
- Develop conversion funnels that drive people to buy from you or sign up for your webinars
- Save time and keep subscribers engaged with your brand with email automation
- Boost conversions with list segmentation techniques designed to get the right message to the right people at the right time
- Test your messages and analyze your performance using key metrics to improve your results
- Win back customers with automation and personalization strategies designed to build a one-on-one relationship with your audience
- Understand the laws and deliverability rules you must follow and tools to help you along the way
List of contents
Chapter 1: The Evolution of Email Marketing
Chapter 2: The Marketing Funnel
Chapter 3: Know the Laws and Deliverability Rules
Chapter 4: Choosing Your Tools
Chapter 5: Types of Campaign and Conversion Funnels
Chapter 6: Growing Your List
Chapter 7: Creating a Lead Magnet
Chapter 8: Developing a Campaign Conversion Funnel
Chapter 9: List Segmentation
Chapter 10: Writing an Email Message
Chapter 11: Autoresponder Messages
Chapter 12: Measuring Performance
Chapter 13: Handy Resources and Swipe Files
About the author
Susan Gunelius is CEO of KeySplash Creative Inc., a marketing communications, and strategic branding company. She has authored a dozen books about marketing, branding, social media, copywriting, and technology and is the Founder & Editor in Chief of WomenOnBusiness.com, a blog for business women.
Summary
Ultimate Guide to Email Marketing for Business is a complete system to help entrepreneurs and small business owners leverage the power of email to build a business by attracting leads and turning them into customers, brand ambassadors, and revenue generators.
Foreword
Publisher Marketing
Full-page ad in Entrepreneur print and digital magazine (3.1 million readers per month)
Email campaign to minimum 340K Entrepreneur subscribers
Banner ads on Entrepreneur.com (audience 14 million unique visitors per month)
Book excerpts shared on Entrepreneur.com to showcase the each of the chapter’s content with inclusion of CTA to buy the book at the retailers
Book cover and text links within related articles and channels on Entrepreneur.com
Content campaigns shared via Entrepreneur’s social networks, which total 11.7 million engaged
Digital galleys and press kits via NetGalley sent to top editors, reviewers, bloggers and influential media contacts
Instagram spotlight campaign featuring case studies in the book
Author Marketing
Outreach to combined 60,000 followers across her personal and business social media accounts, newsletter lists, and blog subscribers
Facebook advertising campaign to promote the book to highly targeted audiences
Targeted blog campaign with exclusive value-add content for book purchases through author’s leading blog, WomenOnBusiness.com (over 50,000 page views per month), which has won a Stevie Award for Women in Business in the category of best blog.
Advanced online email marketing course to coincide with book purchase and pre-sale campaign. Book will be sold as part of the course requirements.
10-15 speaking events per year with back-of-room sales coordinated with 800CEOREAD with follow-up emails to promote the book at all the retailers
