Email marketing in a digital world : the basics and beyond / Richard C. Hanna, Scott D. Swain, Jason Smith.

Email marketing in a digital world : the basics and beyond /

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This book will examine how organizations can optimize their use of email marketing. It describes the history of email marketing and then discuss current best (and worst) practices.

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Bibliographic Details
Main Authors:	Hanna, Richard (Author), Swain, Scott D. (Author), Smith, Jason (Author)
Format:	Electronic eBook
Language:	English
Published:	New York, NY : Business Expert Press, 2016.
Edition:	First edition.
Series:	Digital and social media marketing and advertising collection.
Subjects:	Internet marketing. Electronic commerce. Electronic mail messages. Electronic Mail.
Online Access:	Full text (Wentworth users only)

Table of Contents:

Email still matters
You've got mail! A trip down memory lane
The anatomy of an email and email environments
The merits of email marketing
Consumer decision making and the role of email
Making a list that is worth its weight in gold
Optimizing emails and A/B testing
The personalities of email users
Social media and email: friend, ally or frenemy?
Integrating email with big data.