Tactics and Strategies for Creating Effective E-mail Marketing Campaigns

Kevin M. Ryan and Rob Spider Graham

Chapter Chapter 6 in Taking Down Goliath, 2014, pp 101-125 from Palgrave Macmillan

Abstract: Abstract Despite its quiet and subtle manner, e-mail is a powerhouse of digital marketing potential. As a marketing tool, e-mail doesn’t get a lot of respect. It’s not very glamorous and showy; it doesn’t have glitzy and cool, cutting-edge features or a “coolest thing since X” buzz. In fact, e-mail doesn’t exactly shine like the brightest star because while not everybody uses e-mail as a marketing channel, all of us are recipients of a seemingly endless parade of unwanted, irrelevant, and often distasteful e-mail messages and offers. We’ve all seen a wide range of misuse and abuse by the less scrupulous marketers among us. What’s hiding behind this rather tarnished veneer is one of the most powerful direct response and point-to-point communication tools that has ever been created.

Keywords: Marketing Channel; Subject Line; Landing Page; Legitimate Marketer; Digital Marketing (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44421-9_7

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DOI: 10.1057/9781137444219_7

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