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Email Marketing in a Digital World: The Basics and Beyond by Richard C. Hanna

Email Marketing in a Digital World: The Basics and Beyond

by Richard C. Hanna
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Book cover type: Paperback
  • ISBN13: 9781606499924
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Business Expert Press
  • Publisher Imprint: Business Expert Press
  • Publication Date:
  • Pages: 150
  • Original Price: USD 21.99
  • Language: English
  • Edition: N/A
  • Item Weight: 200 grams
  • BISAC Subject(s): Advertising & Promotion

Despite annual predictions of its demise, email marketing remains one of the most important tools for businesses and other organizations. The reason is simple. Other communication tools, including social and digital media channels, cannot duplicate or recreate the unique capabilities of email marketing. This book is for those who wish to learn more about how email marketing works, whether as students, teachers, or practitioners. The authors recap the history of email and email marketing and explain how it informs email today. They cover the fundamentals of email marketing, including types of emails, the elements of an email, email metrics, best practices for email for improving performance, list development, and the benefits of segmenting an email list. Also addressed are special topics in email strategy, including the psychology of email recipients, AB testing for optimizing email elements, integrating email with social media, and aligning email with big data sources.

Hanna, Richard C.: - Richard C. Hanna is a marketing professor at Babson College, with previous appointments at Boston College and Northeastern University. His research and expertise are in digital marketing, research methods, and marketing strategy. In addition to scholarly publications, he coauthored the text, Internet Marketing: Reaching Customers Anytime, Anyplace, Any Platform.

Smith, Jason: - Jason Smith has more than 15 years experience working at the intersection of digital strategy, data, and design. As the founder of OHO Interactive (www.oho.com), a Boston-based digital agency, he works with clients across industries to create digital marketing strategies that drive conversion and revenue.

Swain, Scott D.: - Scott D. Swain is a marketing professor at Clemson University, with previous appointments at Boston University and Northeastern University. His research on consumer behavior frequently appears in leading scholarly outlets and he is widely sought after as a strategic consultant and as an expert witness in intellectual property matters.

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