Total_E-Mail_Marketing.pdf

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Total E-mail Marketing
Dave Chaffey
OXFORD AMSTERDAM BOSTON LONDON NEW YORK PARIS
SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO
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Butterworth-Heinemann
An imprint of Elsevier Science
Linacre House, Jordan Hill, Oxford OX2 8DP
200 Wheeler Road, Burlington MA 01803
First published 2003
Copyright # 2003 Marketing Insights Ltd. All rights reserved
The right of Marketing Insights Ltd to be identified as the author of this
work has been asserted in accordance with the Copyright,
Designs and Patents Act 1988
No part of this publication may be reproduced in any material form (including
photocopying or storing in any medium by electronic means and whether
or not transiently or incidentally to some other use of this publication) without
the written permission of the copyright holder except in accordance with the
provisions of the Copyright, Designs and Patents Act 1988 or under the terms of
a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road,
London, England W1T 4LP. Applications for the copyright holder’s written
permission to reproduce any part of this publication should be addressed
to the publisher
Permissions may be sought directly from Elsevier’s Science and Technology Rights
Department in Oxford, UK: phone: (+44) (0) 1865 843830; fax: (+44) (0) 1865 853333;
e-mail: permissions@elsevier.co.uk. You may also complete your request on-line via the
Elsevier Science homepage (http://www.elsevier.com), by selecting ‘Customer Support’
and then ‘Obtaining Permissions’
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloguing in Publication Data
A catalogue record for this book is available from the Library of Congress
ISBN 0 7506 5754 5
For information on all Butterworth-Heinemann publications
visit our website at www.bh.com
Typeset by Keyword Typesetting Services Ltd
Printed and bound in Great Britain
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Contents
Preface
ix
Why total e-mail marketing?
ix
How is the book structured?
ix
Who is this book for?
x
Learning features
xi
Acknowledgements
xiii
Chapter 1 Introduction
1
Chapter at a glance
2
Introduction: typical e-mail marketing questions
2
Modelling and measuring e-mail marketing effectiveness
4
Why e-mail marketing matters
6
Why e-mail marketing beats direct mail
7
Why e-mail marketing beats web site-based marketing
10
Why ‘total e-mail marketing’?
11
Meeting the challenges of total e-mail marketing
12
Why e-mail marketing is not so different from direct mail
14
References
18
Web links
18
Chapter 2 E-mail marketing fundamentals
19
Chapter at a glance
20
Introduction
20
Permission marketing
21
Legal constraints
25
Customer relationship management
30
CRM: a health warning
38
Online CRM
38
Personalisation and mass customisation
39
An integrated e-mail marketing approach to CRM
42
References
46
Web links
47
Chapter 3 E-mail campaign planning
48
Chapter at a glance
49
Introduction
49

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