Chaffey – Total E-mail Marketing

With a practical focus, this handbook presents a complete guide to maximizing the range and impact of e-mail marketing techniques. It analyses where e-mail marketing works and where it shouldn t be used, and includes guidance on the treatment of inbound and outbound e-mail, as well providing contact strategies for managing volumes of e-mail. The text stresses the need to integrate e-mail with other communications tools. It points out two key integration issues: i) Integration through time mult