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Rebel's Guide to Email Marketing, The: Grow Your List, Break the Rules, and Win
- By DJ Waldow, Jason Falls
- Published Aug 15, 2012 by Que. Part of the Que Biz-Tech series.
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- Book
- ISBN-10: 0-7897-4969-6
- ISBN-13: 978-0-7897-4969-7
A No-Nonsense, Take-No-Prisoners Plan for Earning Positive Return on Your Email Marketing!
“They” say email is dead. Baloney! 94% of Americans use email. Passionate social networkers use email more, not less. Mobile email is huge. Email offers marketers more opportunities than ever...opportunities to guide customers from consideration and trial to repeat purchase, loyalty, even advocacy! But email has changed. Email users have changed. To get breakthrough results, you must break the rules! Whether you’re B2B or B2C, Fortune 500 or startup, this is a complete no-nonsense plan for transforming your email marketing. Discover radically better ways to handle every facet of your campaign: lists, From names, Subject lines, calls to action, social network integration...everything!
Learn how to
- Discover which email marketing “rules” are obsolete--and when to break the rest
- Optimize every component of your message and campaign
- Drive list growth that translates directly into the top line
- Encourage opt-in by systematically simplifying signup
- Bring real humor and creativity back into your email
- Write a great main call to action--and great secondary and tertiary calls, too
- Take full advantage of tools ranging from QR codes to texting to grow your email list
- Make better technical decisions about prechecked opt-in boxes and other attributes
- Know when to deliberately introduce “imperfections” into your emails
- Use email marketing and social media to power each other
- Prepare for the short- and long-term futures of email marketing
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5 of 5 people found the following review helpful
Actionable, Encouraging and all-around AWESOME!,
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This review is from: The Rebel's Guide to Email Marketing: Grow Your List, Break the Rules, and Win (Que Biz-Tech) (Kindle Edition)
The Rebel's Guide delivered original, actionable ideas that I had heard about but hadn't fully understood. The style and organization was very example-heavy, which makes it easier to relate to the lessons (and also to see where you might be able to implement the same strategy yourself). DJ and Jason also made sure to continually circle back to earlier topics (and on a Kindle, that's helpful, because it isn't easy to flip back a few chapters). The reinforcement made the ideas stick, and some case studies became "characters" within the book, so once they re-introduced someone, you already had a background on previous success and were excited to see what happened next. That was probably my favorite part of this book, and unique to other marketing books I've read.Another great aspect of The Rebel's Guide is that it's easy enough for a novice to understand, yet still has plenty of advice for seasoned pro's who are looking to do things a little differently...for me, as I was... Read more
4 of 4 people found the following review helpful
Why Email Marketing Needs a Rebel's Guide, By Nick Westergaard (Coralville, IA) - See all my reviews
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This review is from: The Rebel's Guide to Email Marketing: Grow Your List, Break the Rules, and Win (Que Biz-Tech) (Paperback)
I'm not big on full-throated endorsements but if your business has anything to do with email marketing (if it doesn't that's another issue altogether) there's something in The Rebel's Guide to Email Marketing for you. Whether you're a marketing VP or coordinator, a copywriter or designer, you'll find nuggets of intel that will leave your copy of the book broken-spined and dog-eared.I also have to give Waldow and Falls props for how they close the book as well. First, they poll four venerable email experts on the future of the channel. Next, taking Nike's advice to "Just Do It" a step further, Rebel's Guide leaves you with an actionable four-step list (with due dates!) for you to kickstart your email program. Like a true manual, The Rebel's Guide will serve as a continuing resource not simply by telling you what you should and shouldn't do with your email marketing campaigns. Rather it provides the frameworks you can make your own and reminds you that only by... Read more
3 of 3 people found the following review helpful
A solid introduction to email marketing, despite a misleading title, By
This review is from: The Rebel's Guide to Email Marketing: Grow Your List, Break the Rules, and Win (Que Biz-Tech) (Paperback)
Customer review from the Amazon Vine™ Program (What's this?)
Subhead: Not the book I thought it would be, but it still has merit for the right audience.As someone who has been involved in various aspects of email marketing for both corporate and small-business clients for over a decade, there's nothing here that I don't already have experience with (and some of my own strong opinions about from ongoing and evolving work). Like others, the title had me thinking that this would be a book with some really innovative and rule-breaking ideas about e-mail marketing in 2013. Alas, this is not the case. It would, however, serve as a good primer for those who know next to nothing about email marketing and need to get a quick overview and jumpstart. This isn't the definitive book/guide on email marketing, but it does touch heavily on something that I believe is the cornerstone of successful marketing: The List. Some general intro books on the subject focus more heavily on design and content. But as anyone who has ever... Read more |
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Table of Contents
Introduction: Email Marketing Is (Not) Dead 1
Email Is Dead? 3
94% 3
2.9 Billion 5
Email versus Email Marketing 7
The ROI of Email Marketing 8
What to Expect from This Book 9
Endnotes 11
Part I: THE SECRET TO EMAIL MARKETING: LIST GROWTH
Chapter 1: Why List Growth Matters 13
List Churn and List Fatigue 14
30% 15
A Few Words about Effective Tactics 17
Endnotes 19
Chapter 2: How to Grow Your List 21
Making the Opt-In Process Obvious and Easy 23
Asking Website Visitors to Subscribe 26
Using Humor and Creativity to Increase Opt-Ins 29
Using Technology: QR Codes and Smartphone Apps to Grow Your List 31
Use Social Media 34
Providing Incentive (WIIFM--What’s In It For Me?) 37
Growing Your Email List Offline 40
Endnotes 43
Chapter 3: Let’s Get Technical 45
To Pre-check or Not to Pre-check 46
Explain the Email List Sign-Up Process 48
Send a Welcome Email 50
Remember, Make a Good First Impression 54
Endnotes 55
Part II: THE ANATOMY OF AN EMAIL
Chapter 4: Examining an Email’s Body Parts 57
The Subject Line and From Address 58
The Preheader 59
The Header 60
Table of Contents 60
Main Call to Action 61
Secondary Calls to Action 62
Sharing Your Email 63
The Footer 64
Chapter 5: The First Impression 67
From Name and Subject Line 68
Preheader 72
Header 75
You Don’t Need a Second Chance Do You? 78
Endnote 79
Chapter 6: The Meat and Potatoes 81
Table of Contents 82
Zappos’s Digest TOC Email 82
MarketingProfs’s Approach to Email Table of Contents 83
Main Calls to Action 86
Secondary and Tertiary Calls to Action 90
Buttons vs. Links vs. Images 91
Endnote 96
Chapter 7: The Finishing Touches 97
Social Sharing and Social Connecting 98
Footer 100
Providing Unsubscribe Options 102
Endnote 106
Part III: BREAKING THE RULES
Chapter 8: Are Best Practices Really “Best”? 107
Best Practices Are Practices That Are Best for You 108
Test and Test Often 109
What to Expect 110
Endnotes 111
Chapter 9: My Word! You Must Read This Now! 113
Email Subject Line Words to Avoid 114
King Arthur Flour: Achieving Higher Sales Using All Caps and FREE 118
Tumbleweed: More Opens and Click-Throughs Using All Caps and Free 121
The Proper Length of a Subject Line 123
Measuring Success 125
Evidence in Favor of Long Subject Lines 126
The Most Incredible Chapter Ever 129
Endnotes 130
Chapter 10: The Perfect-Looking Email 133
It’s Okay to Send Mostly Text Emails 134
Some Subscribers Prefer Simple Text Emails 137
Writing Letters Versus Pamphlets 139
Text Emails Have a Clean Look 140
Text Works for B2C Marketers, Too! 141
One Big Image Can Work 143
King Arthur Flour’s Image-Heavy Emails 146
Making Mostly Image Emails More Readable 147
What If the Unsubscribe Link Is at the Top of the Email? 152
The Most Headache-inducing, Eye-searing Graphic Possible 157
Groupon’s Creative Unsubscribe Solution 158
Test the Rules; Don’t Just Break Them Outright 159
Beauty Is in the Eye of the Subscriber 160
Ugly Emails That Consistently Perform Well 160
A Split Test of Ugly Versus Pretty 164
Making Assumptions and Challenging Them 167
Endnotes 168
Chapter 11: The Best Ways to Grow Your List 171
Spiders, Scorpions, Snakes...and Popups 172
Installing a Lightbox to Increase Opt-Ins 174
Using Lightboxes on Blogs 175
Adding Lightboxes on a B2C Site 177
Park City Mountain Resort Tests a Popup on Its Winter 2010 Website 179
Choosing an Opt-In: Single or Double 180
Making the Case for Double Opt-In 182
Making the Case for Single Opt-In 183
Village Voice Media Moves from Double to Single Opt-In: Sees Significant List Growth 185
Sending Emails Without Permission 186
Sending an “Opt-Out” Email 189
Using an eAppend 191
Buying an Email List 193
Coming Full Circle 198
Endnotes 199
Part IV: BATMAN (EMAIL MARKETING) AND ROBIN (SOCIAL MEDIA)
Chapter 12: How Email and Social Media Go Together 203
Batman and Robin 204
Email: The Digital Glue of Social Media 205
Social Connecting vs. Social Sharing vs. Social Promoting 208
Social Connecting 208
Social Sharing 210
Social Promoting 212
Endnotes 213
Chapter 13: The Power of Pairs 215
Social Connecting 216
Using Email Marketing to Grow Your Social Following 216
Using Email Marketing to Grow Facebook Likes and Revenue 218
Social Sharing 222
Show Me the Money: How One Online Retailer Netted $250,000 Using SWYN 227
Social Promoting 229
Using Social Media to Grow Your Email List and Make Money 231
A Truly Integrated Email Marketing and Social Media Campaign 233
Two Is Better Than One 235
Endnotes 235
Part V: THE FUTURE OF EMAIL MARKETING
Chapter 14: What’s Next? 237
The Current State of Email Marketing 238
Email Marketing Predictions 239
Chapter 15: Go Forth and Conquer 247
What You Know 248
What Now? 249
Four Steps to Email Marketing Success 250
1. Grow Your List 250
2. Plan Your Content 250
3. Determine Success Metrics 251
4. Send, Test, Analyze, Adjust, Repeat 251
And Now, It’s Your Turn 252
Endnotes 252
Appendix A: Your Prize 253
Index 255
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