CHAPTER 9 EMAIL MARKETING 9.1 INTRODUCTION Despite

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CHAPTER 9 EMAIL MARKETING 9.1 INTRODUCTION Despite common assumptions probably brought on by the media frenzy surrounding social media the death of email as a communication medium is very much exaggerated ... and it continues to be one

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CHAPTER 9
EMAIL MARKETING<br>
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9.1 INTRODUCTION Despite common assumptions – probably brought on by the media frenzy surrounding social media – the death of email as a communication medium is very much exaggerated ... and it continues to be one of the most effective elements of digital marketing.<br>
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9.2 EMAIL AS A MEDIUM FOR DIRECT MARKETING Effective direct marketing email campaigns must address seven* elements:
Determine objectives of the campaign
Development of a mailing list
Development of the content
Development of the landing page
Testing of content and technology
Send
Measure the results
* It says six in the book. D’oh.<br>