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Tactics and Strategies for Creating Effective E-mail Marketing Campaigns

In: Taking Down Goliath

Author

Listed:
  • Kevin M. Ryan
  • Rob Spider Graham

Abstract

Despite its quiet and subtle manner, e-mail is a powerhouse of digital marketing potential. As a marketing tool, e-mail doesn’t get a lot of respect. It’s not very glamorous and showy; it doesn’t have glitzy and cool, cutting-edge features or a “coolest thing since X” buzz. In fact, e-mail doesn’t exactly shine like the brightest star because while not everybody uses e-mail as a marketing channel, all of us are recipients of a seemingly endless parade of unwanted, irrelevant, and often distasteful e-mail messages and offers. We’ve all seen a wide range of misuse and abuse by the less scrupulous marketers among us. What’s hiding behind this rather tarnished veneer is one of the most powerful direct response and point-to-point communication tools that has ever been created.

Suggested Citation

  • Kevin M. Ryan & Rob Spider Graham, 2014. "Tactics and Strategies for Creating Effective E-mail Marketing Campaigns," Palgrave Macmillan Books, in: Taking Down Goliath, chapter 0, pages 101-125, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-44421-9_7
    DOI: 10.1057/9781137444219_7
    as

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