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Email marketing: The complete guide

This email marketing guide offers a look at common email marketing challenges and ways to meet those challenges. This chapter from "Total Email Marketing: Maximizing your results from integrated e-marketing" covers types of marketing emails, delivery types and how to deal with spam controls.


Total Email Marketing: Maximizing your results from integrated e-marketing

Excerpted with permission from: "Total Email Marketing: Maximizing your results from integrated e-marketing," authored by Dave Chaffey, Copyright 2007. Published by Butterworth-Heinemann, a division of Elsevier. For more information about this book and similar titles, please visit

Email marketing challenges and innovation
This chapter looks at issues that will affect the future of email marketing, many of which are significant already. They include challenges such as achieving deliverability, given the rise of spam, and attaining the right balance between frequency and return on investment. There are also technological innovations, including wireless access devices such as PDAs and mobiles, and the new opportunities for rich media, such as video streaming provided by increased bandwith. The impact of Really Simple Syndication (RSS) on email marketing is also covered. @32660 By the end of this chapter you will be able to:

  • assess different approaches being developed to control spam.
  • evaluate the relevance of rich media emails.
  • identify the options for email using wireless access devices.
  • assess the role of RSS in the future.

    The chapter is set up as follows:

    • Improving deliverability
    • Touch frequency
    • Rich media emails
    • Messaging through mobile or wireless access devices
    • Really Simple Syndication
    • References
    • Web links


    Read the rest of this excerpt and download Chapter 8: Email marketing challenges and innovation

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