The Email Marketing Kit

A

A/B splitting, (A/B Splitting)

abandon rate, (How Effective is your Registration Process?), (Case Study: Optimizing Online Email Registration), (Explaining Away Obstacles), (The Abandon Rate)

above the fold, (Looking Above the Fold)

size of image seen, (Looking Above the Fold)

acquiring email addresses, (Acquisition: Growing your Email List)

acquisition models that lack permission, (Acquisition Models that Lack Permission)
attracting new subscribers using off-site tactics, (Attracting New Subscribers Using Off-site Tactics)
creating an online registration process, (Creating an Online Registration Process)
offline acquisition, (Offline Acquisition)
permission, (Permission)
permission-based acquisition models, (Permission-based Acquisition Models)
reasons for building your own list, (Five Reasons to Build your Own List)

acquisition models that lack permission

appending or thumb-printing, (Acquisition Models that Lack Permission)
compiling, (Acquisition Models that Lack Permission)
double opt-out, (Acquisition Models that Lack Permission)
harvesting or scraping, (Acquisition Models that Lack Permission)
negative option opt-out, (Acquisition Models that Lack Permission)
pre-existing relationships, (Acquisition Models that Lack Permission)
reusing “Forward to a Friend” email addresses, (Acquisition Models that Lack Permission)
third-party permission, (Acquisition Models that Lack Permission)
transferring or assigning permission, (Acquisition Models that Lack Permission)
use of an unsubscribe link, (Acquisition Models that Lack Permission)

acronyms

used in sender address, (Accurately Representing your Company)

additional product uses, (Promoting Additional Product Uses)

address harvesting, (Acquisition Models that Lack Permission)

address scraping, (Acquisition Models that Lack Permission)

Adobe Acrobat benefits newsletter, (Explaining Advanced Features/Benefits)

advanced features

explaining, (Explaining Advanced Features/Benefits)

advanced registrations, (Design and Other Tips)

advantages (of your products and services over competitors), (Existing Customers)

advantages of your email newsletter, (Selling your Email’s Benefits: the Value Proposition)

advertisements in email newsletters of other organizations, (Ads in Other Emails)

advertorials, (Advertorials)

affirmative consent, (The Business Case for Permission)

affordable segmentation of the market, (8. Email Enables Affordable Segmentation and Targeting)

aggregating information into a newsletter, (Aggregating Information)

aggregating the content of others, (Sourcing Free Content)

alert emails, (Alert Emails)

content, (Alert Emails)
created in advance, and sent when the trigger event occurs, (Alert Emails)
creativity in, (Alert Emails)
triggered by the recipient's action, (Alert Emails)

Alf Report (building a reputation), (Building a Reputation)

analytics (see web site performance metrics)

Anna Blake's home design tips (customer retention newsletter), (Educating and Nurturing)

anti-spam efforts

between nations, (Joint Anti-spam Efforts)

anti-spam legislation, (The Easiest Way to Comply)

by country, (Anti-spam Laws by Country)
resources, (Additional Resources)

anti-spam organizations, (Acquisition Models that Lack Permission), (Blacklists), (Check Blacklists)

AOL, (DomainKeys Identified Mail (DKIM))

warnings about images, (Suppressing Images and Deactivating Links)

AOL format, (AOL Format)

appending service, (Acquisition Models that Lack Permission)

application service providers (ASPs), (Tracking and Reporting)

Argentina

spam laws, (Argentina)

article archives, (Welcome Message)

article harvesting, (Sourcing Paid Content)

articles

copywritten paid content, (Sourcing Paid Content)
from customers, (Sourcing Free Content)
from industry experts, (Sourcing Free Content)
from royalty-free article farms, (Sourcing Free Content)
from your employees, (Sourcing Free Content)
publishing on other web sites to attract new subscribers, (Articles)

assigning permission, (Acquisition Models that Lack Permission)

associations

as sources of rented email lists, (Finding Rental Email Lists)

attracting new subscribers using off-site tactics, (Attracting New Subscribers Using Off-site Tactics)

articles, (Articles)
co-registration, (Co-registration)
email signatures, (Email Signatures)
tracking and reporting, (Tracking and Reporting)
what's a new opt-in worth?, (What’s a New Opt-in Worth?)

audience

and mailout frequency, (Audience)

audience attention

commanding through viral marketing, (Commanding More Audience Attention)

Australia

spam laws, (Australia)

Austria

spam laws, (Austria)

automated spamming programs, (Challenge-response Systems)

automating email delivery with triggers, (Automating Email Delivery with Triggers)

auto-respond email

sample, (Automating Email Delivery with Triggers)

auto-responders

as "content on demand", (Auto-responders as Triggers)
as triggers, (Auto-responders as Triggers)
definition, (Auto-responders as Triggers)
dynamic content, (Auto-responders as Triggers)
triggered automatically, (Auto-responders as Triggers)

B

backlash against traditional marketing methods, (Beating the Backlash)

banner ads, (Ads in Other Emails), (Attracting New Subscribers Using Off-site Tactics)

success of repeat appearances, (Ads in Other Emails)

banner space, (Ads in Other Emails)

pricing

CPC model, (Ads in Other Emails)
CPM model, (Ads in Other Emails)

shapes and sizes, (Ads in Other Emails)

barter

and co-registration, (Co-registration)
to obtain content, (Sourcing Free Content)

Bayesian filters

determining what is spam, (Including the “Free” Word)

Belgium

spam laws, (Belgium)

below-market pricing (rented lists), (Quantity and Pricing), (Buyer Beware!)

benchmarks, (Benchmarks), (Developing a Strategy)

Congressional Publications, (Setting Quantitative Goals)
controversial nature of, (Benchmarks)
deliverability, (Developing Deliverability Benchmarks)
from colleagues, (Benchmarks)
from paid sources, (Benchmarks)
metrics, (Case Study: Using Tracking and Reporting to Improve your Bottom Line)
sources of, (Benchmarks)
unique open rates, (The Open Rate)
unsibscribe rate, (Unsubscribe or Opt-out Rates)
used for testing, (Testing)

benefits (of products and services), (Existing Customers), (Explaining Advanced Features/Benefits)

benefits and advantages for the reader, (Case Study: 50% Increase in Clickthroughs)

benefits of your email newsletter

selling the, (Selling your Email’s Benefits: the Value Proposition)

benefits to the reader, (Explaining Advanced Features/Benefits)

best day to send your mailout, (The Best Day to Send)

best practices

incorporating in your opt-in process, (Adopt Best Practices)

best time to send your mailout, (The Best Time to Send)

bills, (Additional Marketing Methods)

Blackberries

reading emails on, (Coding HTML)

blacklist organizations

contacting the, (Assess the Damage), (Contact the Blocker)
refusing to speak to you, (Contact the Blocker)
rules, (Assess the Damage)

blacklist period, (Blacklists), (Assess the Damage)

blacklisting documentation, (Gather your Documentation)

blacklists, (Blacklists), (Beyond the Data Card), (Delivering the Message)

and deliverability issues, (Blacklists)
basis of, (Blacklists)
checking to find out if emails are being blocked, (Check Blacklists)
finding out if you're blacklisted, (Finding Out if you’re Blacklisted)
problems with, (Blacklists)
used with all levels of filtering, (Blacklists)

blocker organizations

contacting, (Contact the Blocker)

Bolivia

spam laws, (Bolivia)

Bonded Sender, (Sender Reputation Whitelists)

Bostom.com welcome message, (Welcome Message)

bottom-line goals, (Bottom-line Goals)

Congressional Publications, (Setting Quantitative Goals)

bounce email notifications, (Dedicating, Monitoring, and Responding), (Clean your List Regularly)

bounce rate, (Measuring Deliverability), (Bounced Emails), (Delivering the Message)

and emails assumed delivered, (Emails Assumed Delivered)
calculating, (Bounced Emails)

bounced emails, (Bounced Emails)

brand awareness, (Prospective Customers), (Relationship Emails), (Postcard Emails)

brand names, (Using Personal From Addresses)

brand recognition, (Accurately Representing your Company)

branding emails with your design, (Branding with your Design)

Brazil

spam laws, (Brazil)

break-even point, (What’s a New Opt-in Worth?), (Co-registration), (Following the Email Path)

break-even ROIs, (Understanding Return-on-investment (ROI))

Browsercam, (Coding HTML)

budgeting, (Setting your Budget), (What’s a New Opt-in Worth?)

break-even point, (What’s a New Opt-in Worth?), (Co-registration)
creating a budget, (Creating a Budget)
defining your costs, (Defining your Costs)

building a reputation, (Building a Reputation)

building personal relationships, (Building Personal Relationships)

building relationships through email (see relationship-building emails)

building your own email list, (Building your List)

reasons for, (Five Reasons to Build your Own List)

Bulgaria

spam laws, (Bulgaria)

bullet points, (Using Bullet Points)

Burger King

viral marketing case study, (Case Study: Burger King’s Subservient Chicken)

business cards, (Additional Marketing Methods)

used for compiling addresses, (Acquisition Models that Lack Permission)

business hours

avoid sending outside of, (The Best Time to Send)

buying decision

logical and emotional elements, (Existing Customers)

buzz marketing, (What is Viral Marketing?)

C

calls to action, (6. Email Accommodates Hyperlinks), (Calling Recipients to Action), (Looking at Landing Pages)

F2F programs, (Forward to a Friend), (Call to Action)
number of, (Calling Recipients to Action)
on landing pages, (Looking at Landing Pages)
placed above the fold, (Looking Above the Fold), (Calling Recipients to Action)
testing, (Call to Action)
variety of ways to respond to, (Calling Recipients to Action)

campaign goals, (Following the Email Path)

Canada

spam laws, (Canada)

cascading style sheets (CSS) files, (Coding HTML)

case studies

50% increase in clickthrough rate, (Case Study: 50% Increase in Clickthroughs)

as content, (Sourcing Paid Content)

email maketing campaigns, (Case Study: Dakin Farm)

optimizing online email registration, (Case Study: Optimizing Online Email Registration)

using tracking and reporting to improve your bottom line, (Case Study: Using Tracking and Reporting to Improve your Bottom Line)

viral marketing

Burger King, (Case Study: Burger King’s Subservient Chicken)
e-tractions, (Case Study: e-tractions’ Holiday Snowglobe)
Hotmail, (Case Study: Hotmail)
MarketingSherpa, (Case Study: MarketingSherpa’s “Torture a Spammer”)

catalog emails, (Catalog Emails)

depth of information, (Catalog Emails)
organizational design, (Catalog Emails)

challenge-response systems, (Challenge-response Systems)

checking HTML integrity, (Checking HTML Integrity)

checks before sending, (Before Sending)

checking HTML integrity, (Checking HTML Integrity)
lin checking, (Link Checking)
proofreading, (Proofreading)
spam filter checking, (Spam Filter Checking)
test sending, (Test Sending)

Children's Online Privacy and Protection Act (COPPA), (The United States of America)

Children’s Online Privacy and Protection Act (COPPA), (Explaining Away Obstacles)

Chile

spam laws, (Chile)

China

spam laws, (China)

Cisco Systems, (DomainKeys Identified Mail (DKIM))

Clarus Communications press release, (Using Emails to Generate Media Interest)

cleaning your list, (Clean your List Regularly)

click-to-purchase ratio

improving, (Improving your Click-to-Purchase Ratio)

click-to-purchase ratio (CTP ratio), (Click-to-Purchase Ratio (CTP Ratio))

clickstream data, (Case Study: Optimizing Online Email Registration), (Web Site Performance Metrics)

clickstream tracking, (Tracking and Reporting)

clickthrough rate, (7. Email Provides Detailed Feedback), (The Clickthrough Rate)

calculations, (The Clickthrough Rate)

50% increase

case study, (Case Study: 50% Increase in Clickthroughs)

improving, (Improving your Clickthrough Rate)

call to action, (Call to Action)
colors, (Colors)
copy content, (Copy Content)
design and graphics, (Design and Graphics)
email format, (Email Format)
key benefits, (Key Benefits)
length of copy, (Length of Copy)
list testing, (List Testing)
offer, (Offer)
price, (Price)

clickthroughs, (Tracking your Results)

as percentage of emails assumed delivered, (Clickthroughs as a Percentage of Opens)
as percentage of opens, (Clickthroughs as a Percentage of Opens)
measuring by individual links, (Measuring Clickthroughs by Individual Links)
sample report, (Measuring Clickthroughs by Individual Links)

ClickTracks newsletter (for educating readers), (Imparting Know-how)

ClickZ, (Selling your Email’s Benefits: the Value Proposition), (Keep Learning)

client base

dividing, (The Press)

coding HTML for email, (Coding HTML)

colleague's email address, (To Link or Not to Link?)

Colombia

spam laws, (Colombia)

colors

testing, (Colors)

commercial emails, (Acquisition Models that Lack Permission)

communicative emails, (Communicative Emails)

sourcing content, (Where will you Source your Content?)

companies

use of email marketing, (The Effects of Email Marketing)

company names, (Accurately Representing your Company)

competitive analysis

conducting, (Conducting a Competitive Analysis)

getting on your competitors' lists, (Getting on your Competitors’ Lists)
keeping tabs on competitors' emails, (Keeping Tabs)

competitors, (Developing a Strategy)

competitors' lists

getting on, (Getting on your Competitors’ Lists)

competitors' mailouts

as factor in determining your mailout frequency, (Competition)
keeping tabs on, (Keeping Tabs)

compiled addresses, (Acquisition Models that Lack Permission)

compiling, (Acquisition Models that Lack Permission)

confirmed opt-in acquisition, (Permission-based Acquisition Models)

Congress Online (subscription), (What Products or Services will you Promote?)

Congress This Week (subscription), (What Products or Services will you Promote?)

Congress Today (subscription), (What Products or Services will you Promote?)

congressional offices

as target market, (The Press), (The Press)

Congressional Publications, (Developing an Effective Email Strategy)

benchmarks, (Setting Quantitative Goals)
bottom-line goals, (Setting Quantitative Goals)
budget estimate for campaign, (Creating a Budget)
content strategy for mailouts, (Pulling it all Together)
existing customers email plan, (Communicative Emails)
frequency and timing of mailouts, (Competition)
means-to-an-end goals, (Setting Quantitative Goals)
product description, (What Products or Services will you Promote?)
prospects email plan, (Communicative Emails)
return on investment, (Creating a Budget)
subscription items, (What Products or Services will you Promote?)
target audience, (The Press)
target audience goals, (The Press)
use of SWOT analysis to gain edge over competitors, (Keeping Tabs)

consumer backlash against traditional marketing methods, (Beating the Backlash)

consumers

gaining their pemission to receive emails from your company, (The Key to Success: Permission)
offline purchases, (The Effects of Email Marketing)
purchases via email, (The Effects of Email Marketing)
use of email, (The Effects of Email Marketing)

content

in preview panes, (Planning the Preview Pane)

content creation

F2F programs, (Content Creation)

content filter test, (Perform a Content Filter Test)

content filters, (Content Filters)

content length

and mailout frequency, (Length of Content)

content sources, (Where will you Source your Content?)

customer retention emails, (Resource Availability)

content strategy, (Developing a Strategy)

content type

and mailout frequency, (Type of Content)

contents list, (Looking Above the Fold)

contests

associated with viral marketing campaigns, (Other Viral Marketing Campaigns)

conversion metrics, (Understanding Conversion Metrics)

abandon rate, (The Abandon Rate)
click-to-purchase ratio (CTP ratio), (Click-to-Purchase Ratio (CTP Ratio))
conversion rate, (The Conversion Rate)

conversion rate, (The Conversion Rate)

COPPA (Children's Online Privacy and Protection Act), (Explaining Away Obstacles), (The United States of America)

copy content

testing, (Copy Content)

copyrighters, (Sourcing Paid Content)

rates for, (Sourcing Paid Content), (Creative: Copywriting)

copyrighting costs, (Sourcing Paid Content), (Creative: Copywriting)

co-registration, (Co-registration)

based on barter, (Co-registration)
based on cost per opt-in acquired, (Co-registration)
economics, (Co-registration)

corporate domains

develop relationships with, (Develop Relationships)

corporate spam filters, (Corporate Filters: All about Productivity)

corporations

to measure deliverability, (Using ISP and Corporate Relationships)

cost-effectiveness

email, (1. Email is Cost-effective)
viral marketing, (Cost-effectiveness)

costs, (Defining your Costs), (Understanding Return-on-investment (ROI))

copyrighting, (Creative: Copywriting)
design, (Creative: Design)
programming, (Writing the HTML)
sending the emails, (The Send)
tracking and reporting of metrics, (Tracking and Reporting)
writing the HTML, (Writing the HTML)

courtesy emails, (Email and CRM)

creative, (Email Design Guidelines)

creative costs

copyrighting, (Creative: Copywriting)
design, (Creative: Design)

credibility

building your, (Building a Reputation)

CRM (see customer relationship management)

cross-sells, (Objectives for Current Customers), (Relationship Emails), (Postcard Emails)

CSS (see cascading style sheet files)

CTR (see clickthrough rate)

current customer opt-ins

gaining, (Gaining Current Customer Opt-ins)

current customers (see existing customers)

customer base

dividing into logical segments, (The Press)

customer focus, (Promoting Additional Product Uses), (Retaining your Customers)

customer profiles (existing customers)

demographic information, (Existing Customers)
elements of the buying decision, (Existing Customers)
features, benefits and advantages customers receive, (Existing Customers)

customer profiles (prospective customers), (Prospective Customers)

customer referrals, (Objectives for Current Customers), (Relationship Emails)

customer relationship management (CRM), (Customer Relationship Management Basics)

and email, (Email and CRM)

customer renewals, (Objectives for Current Customers), (Transactional Invoice Emails), (Relationship Emails)

customer retention, (Transactional Invoice Emails), (Relationship Emails), (Customer Retention), (Retaining your Customers)

developing content for, (Developing Content for Customer Retention)
gaining current customer opt-ins, (Gaining Current Customer Opt-ins)

customer retention email newsletters, (Developing Content for Customer Retention)

80/20 rule, (Editorial vs. Promotional Content Ratio)
aggregating information, (Aggregating Information)
building a reputation, (Building a Reputation)
building personal relationships, (Building Personal Relationships)
content source availability, (Resource Availability)
editorial vs. promotional content ratio, (Editorial vs. Promotional Content Ratio)
educating and nurturing, (Educating and Nurturing)
explaining advanced features/benefits, (Explaining Advanced Features/Benefits)
explicit opt-ins to send, (Gaining Current Customer Opt-ins)
imparting know-how, (Imparting Know-how)
mailing frequency, (Mailing Frequency)
making the value clear, (Making the Value Clear)
personalization, (Personalization)
promoting a second source of content, (Promoting a Second Source of Content)
promoting additional product uses, (Promoting Additional Product Uses)
tracking success metrics, (Tracking Success Metrics)
voice, personality and style, (Voice, Personality, and Style)

customer retention email program

importance of, (Retaining your Customers)

customer service representatives

pictures of, (Building Personal Relationships)

customer upsells, (Postcard Emails)

customers

to write articles, (Sourcing Free Content)

Cyprus

spam laws, (Cyprus)

Czech Republic

spam laws, (Czech Republic)

D

Daily Candy email newsletter, (Advertorials)

Dakin Farm

case study, (Case Study: Dakin Farm), (Seasonality)
cost of email marketing campaign, (Case Study: Dakin Farm), (Creating a Budget)
marketing methods, (Case Study: Dakin Farm)
products, (Case Study: Dakin Farm)
revenue generation, (What’s a New Opt-in Worth?)
seasonality of mailouts, (Case Study: Dakin Farm)
success of email marketing, (Case Study: Dakin Farm)
timing of email marketing, (Case Study: Dakin Farm)
use of email marketing, (Case Study: Dakin Farm)

data cards, (Data Cards), (Being Smart about Third-party Lists)

lack of, (Data Cards), (Buyer Beware!)
list description, (List Description)
media or source, (Media or Source)
minimum order, (Minimum Order)
quantity and pricing, (Quantity and Pricing)
selections, (Selections)

data collection, (Reworking the Data Collection)

day to send mailouts, (The Best Day to Send)

deactivation of links, (Suppressing Images and Deactivating Links)

deceptive information, (The Easiest Way to Comply), (Complying with the Law)

dedicated IP addresses, (Blacklists), (Obtain a Dedicated IP Address for your Send)

de-duping, (De-duping)

defining your offer (online registration process), (Defining your Offer)

offering premiums and incentives, (Offering Premiums and Incentives)
selling your email's benefits, (Selling your Email’s Benefits: the Value Proposition)
sign up, register, subscribe, join?, (Subscribe, Register, Sign up, Join?)

Deliver First Class Web Sites: 101 Essential Checklists (Kaiser), (Using Bullet Points)

deliverability, (Optimizing Deliverability), (Delivering the Message)

and bounce rate, (Measuring Deliverability), (Delivering the Message)

as a metric, (Measuring Deliverability), (Finding Out if your Email is Being Blocked)

findng out if your email if being blocked, (Finding Out if your Email is Being Blocked)

impact of spam on, (Optimizing Deliverability)

improving, (Improving Deliverability)

adherence to all laws and regulations, (Adhere to all Laws and Regulations)
adopt best practice, (Adopt Best Practices)
avoid looking like a spammer, (Avoid Looking Like a Spammer)
avoid spammy subject lines, (Avoid Spammy Subject Lines)
become whitelisted, (Become Whitelisted as Much as Possible)
capture information on your opt-ins, (Capture Information on your Opt-ins)
check your HTML, (Check and Double-check your HTML)
clean your list regularly, (Clean your List Regularly)
develop relationships with ISPs and corporate domains, (Develop Relationships)
include a clear and prominent unsubscribe link, (Include a Clear and Prominent Unsubscribe Link)
obtain a dedicated IP address, (Obtain a Dedicated IP Address for your Send)
perform a content filter test, (Perform a Content Filter Test)
publish your SPF record, (Publish your SPF Record)
remove non-response email addresses, (Remove Non-responsive Email Addresses)
work with a reputable ESP, (Work with a Reputable ESP)

levels of spam filtration, (Three Levels of Spam Filtration)

measuring, (Measuring Deliverability)

reasonable expectations, (Understanding Deliverability Statistics)

seeding your lists, (Seeding your Lists)

what to do if your email is being blocked, (What to Do if your Email is Being Blocked)

deliverability benchmarks, (Developing Deliverability Benchmarks)

deliverability issues

organizations experiencing, (Understanding Deliverability Statistics)

deliverability ratio, (7. Email Provides Detailed Feedback)

deliverability statistics, (Understanding Deliverability Statistics)

deliverability tracking

commercial firms tracking for a fee, (Seeding your Lists)
email service providers, (Seeding your Lists)
seeding your lists, (Seeding your Lists)

demographic information (about customers), (Existing Customers)

Denmark

spam laws, (Denmark)

design

catalog emails, (Catalog Emails)
online registration pages, (Design and Other Tips), (Visually Engaging Sign-up Mechanisms)

design costs, (Creative: Design)

desktop filters, (Desktop Filters: Gaining Optimum Control)

challenge-response filters, (Challenge-response Systems)

dial-up connections

weight of the email, (Catalog Emails)

Digest of Congress (publisher), (Developing an Effective Email Strategy)

content of emails, (Keeping Tabs)

SWOT analysis, (Keeping Tabs)

email marketing competitive overview, (Keeping Tabs)

frequency and timing of emails, (Keeping Tabs), (Competition)

newsletter emails content assessment, (Keeping Tabs)

direct mail, (Additional Marketing Methods)

direct mail marketing, (4. Email Provides Timely Results), (5. Email is Quick to Produce)

use of email with, (9. Email Plays Well with Others)

direct mail postage rates (US), (1. Email is Cost-effective)

direct purchase, (Prospective Customers), (Postcard Emails)

direct sales, (Basing Emails on the Inverted Pyramid Style)

display name, (Dissecting the From Address), (Using Personal From Addresses)

truncation of, (Avoiding Truncation of Sender Name and Address)

DNS entries, (Email Authentication Systems), (Sender Policy Framework (SPF) Systems), (Publish your SPF Record)

"do not email" lists, (The Easiest Way to Comply)

DomainKeys, (Email Authentication Systems), (DomainKeys)

DomainKeys Identified Mail (DKIM), (Email Authentication Systems), (DomainKeys Identified Mail (DKIM))

double opt-in acquisition, (Permission-based Acquisition Models), (Building your List)

double opt-in message, (Double Opt-in Message)

double opt-in recipients

drop out rate on confirmation, (Permission-based Acquisition Models)
low spam complaints, (Permission-based Acquisition Models)
low unsubscribing levels, (Permission-based Acquisition Models)

double opt-out, (Acquisition Models that Lack Permission)

Dreamweaver, (Coding HTML)

E

e-cards

use in viral marketing campaign, (Case Study: e-tractions’ Holiday Snowglobe)

e-tractions' Holday Snowglobe

viral marketing case study, (Case Study: e-tractions’ Holiday Snowglobe)

Earthlink, (DomainKeys), (DomainKeys Identified Mail (DKIM))

Edith Roman, (Finding Rental Email Lists)

sample data card, (Data Cards)

editorial content, (Promoting a Second Source of Content)

editorial vs. promotional content ratio, (Where will you Source your Content?), (Editorial vs. Promotional Content Ratio)

educating customers, (Imparting Know-how)

educating your readers, (Educating and Nurturing)

email

accommodates hyperlinks, (6. Email Accommodates Hyperlinks)
and customer relationship management, (Email and CRM)
as a boon to marketers, (The Top Ten Reasons to Love Email)
as "push techmology", (3. Email is “Push Technology”)
as viral marketing tool, (10. Email can be a Viral Marketing Tool)
as way to pass on recommendations, (10. Email can be a Viral Marketing Tool)
cost-effectiveness, (1. Email is Cost-effective)
differences from web page, (An Email is Not a Web Page)
enables affordable segmentation and targeting, (8. Email Enables Affordable Segmentation and Targeting)
for building relationships, (2. Email Builds Relationships), (Using Email to Build and Maintain Relationships)
load times, (Catalog Emails)
provides detailed feedback, (7. Email Provides Detailed Feedback)
quick to produce, (5. Email is Quick to Produce)
reader’s perception of, (An Email is Not a Web Page)
timeliness of results, (4. Email Provides Timely Results)
use with other marketing methods, (9. Email Plays Well with Others)
using to generate media interest, (Using Emails to Generate Media Interest)
using to promote your business, (Using Email to Promote your Business)

email addresses

do not share with third parties, (The Easiest Way to Comply), (Complying with the Law)
ensuring consistency in, (Ensuring Consistency in Email Addresses)
from viral marketing campaigns, (Respecting Email Addresses)
incentives for people to provide, (Opt-in Still Applies)
non-responsive, (Remove Non-responsive Email Addresses)
one box per letter (offline registration form), (The Mechanics of an Offline Registration Form)
what are new addresses worth?, (Attracting New Subscribers Using Off-site Tactics)

email alerts (see alert emails)

email appending, (Acquisition Models that Lack Permission)

email authentication, (Email Authentication Systems)

applications, (Email Authentication Systems)

email authentication systems, (Email Authentication Systems)

DomainKeys, (DomainKeys)
DomainKeys Identified Mail (DKIM), (DomainKeys Identified Mail (DKIM))
Sender ID systems, (Sender ID Systems)
Sender Policy Framework (SPF) systems, (Sender Policy Framework (SPF) Systems)

email authentication technologies, (Email Authentication Systems)

email campaigns

effectiveness, (7. Email Provides Detailed Feedback)
longevity, (Using Personal From Addresses)
responses to, (4. Email Provides Timely Results)

email code, (Coding HTML)

email communications

asking readers how often they want to receive them, (Wrapping Up: A Last Note on Email Type and Frequency)
type and frequency, (Wrapping Up: A Last Note on Email Type and Frequency)
types of, (Types of Email Communications)
what type is best?, (What Type of Email is Best?)

email costs

versus direct mail postage rates, (1. Email is Cost-effective)

email delivery and display

F2F programs, (Email Delivery and Display)

email design, (Email Design)

branding with your design, (Branding with your Design)
email is not a web page, (An Email is Not a Web Page)
fonts, (Choosing Fonts)
keep it simple, (Coding HTML), (Streamlining your Design)
landing pages, (Looking at Landing Pages)
line lengths, (Considering Line Lengths)
streamlining your design, (Streamlining your Design)
testing, (Design and Graphics)
whitespace, (Including Whitespace)

email design guidelines, (Email Design Guidelines), (Creating your Emails)

above the fold, (Looking Above the Fold)
basics of testing, (Basics of Testing)
checks before sending, (Before Sending)
elements to well-designed emails, (Laying the Foundations)
email design, (Email Design)
email formats, (Email Formats)
From addresses, (Considering your From Address)
preview panes, (Planning the Preview Pane)
subject lines, (Designing the Subject Line)
testing, (Testing)
writing for email, (Writing for Email)

email follow-ups (after registration), (Email Follow-ups)

double opt-in message, (Double Opt-in Message)
Welcome message, (Welcome Message)

email formats, (Email Formats)

AOL format, (AOL Format)
HTML, (HTML)
multipart MIME, (Multipart MIME)
rich-text format (RTF), (Rich Text Format)
test sending, (Test Sending)
testing, (Email Format)
text-only emails, (Text-only Emails)

email list brokers (see list brokers)

email marketing, (Using Email to Promote your Business), (Attracting New Subscribers Using Off-site Tactics)

companies use of, (The Effects of Email Marketing)
Dakin Farm, (Case Study: Dakin Farm)
definition, (The Effects of Email Marketing)
getting started, (Getting Started)
survey results, (The Effects of Email Marketing)

email marketing software

cost of, (The Send)
tracking and reporting of metrics, (Tracking and Reporting)

email marketing strategy (see email strategy)

email metrics (see metrics)

email newsletters, (Email Newsletters), (Email and CRM)

50% increase in click-throughs

case study, (Case Study: 50% Increase in Clickthroughs)

60/40 rule, (Where will you Source your Content?), (Editorial vs. Promotional Content Ratio)

advantages, (Selling your Email’s Benefits: the Value Proposition)

advertisements in, (Ads in Other Emails)

content, (Email Newsletters)

customer retention, (Developing Content for Customer Retention)

features, (Selling your Email’s Benefits: the Value Proposition)

frequency, (Email Newsletters)

good examples, (Keep Learning)

launch date, (Design and Other Tips)

most interesting article as lead, (Basing Emails on the Inverted Pyramid Style)

purpose, (Email Newsletters)

putting information into context, (Case Study: 50% Increase in Clickthroughs)

quality of content, (Email Newsletters)

sample issue, (Short-form Editorials), (Design and Other Tips)

selling benefits of, (Selling your Email’s Benefits: the Value Proposition)

table of contents, (Looking Above the Fold)

email path, (Following the Email Path)

basic path, (Following the Email Path)
complete with metrics, (Web Site Performance Metrics)

email review service, (Content Filters)

email service providers

as sources of benchmarks, (Benchmarks)
blacklist status, (Work with a Reputable ESP)
charges to send emails, (The Send)
de-duping lists, (De-duping)
deliverability tracking, (Seeding your Lists)
email review service, (Content Filters)
handling challenge-response emails, (Challenge-response Systems)
knowledge of email laws, (The Easiest Way to Comply)
number of people they have working on spam filtering, (Work with a Reputable ESP)
open rates, (The Open Rate)
partnership with web analytics software, (Tracking and Reporting)
protection from blacklists, (Finding Out if you’re Blacklisted)
provision of tracking and reporting of metrics, (Tracking and Reporting)
relationship with ISPs, (Work with a Reputable ESP)
sender reputation programs, (Sender Reputation Whitelists)
spam complaint handling, (Work with a Reputable ESP)
spam filter check, (Spam Filter Checking)
to send your emails, (The Send)
use only reputable providers, (Work with a Reputable ESP), (Delivering the Message)
with HTML template, (Writing the HTML)

email set-up fees, (1. Email is Cost-effective)

email sign-up mechanisms, (Subscribe, Register, Sign up, Join?), (Visually Engaging Sign-up Mechanisms)

email signatures, (Email Signatures)

email strategy

budgeting, (Setting your Budget)

developing, (Developing an Effective Email Strategy), (Developing a Strategy)

best day to send, (The Best Day to Send)
best time to send, (The Best Time to Send)
conducting a competitive analysis, (Conducting a Competitive Analysis)
how often should I send mailouts?, (How Often should I Send Mailouts?)
what are your goals for the target audience?, (What are your Goals for the Target Audience?)
what products or services will you promote?, (What Products or Services will you Promote?)
what type of email is best?, (What Type of Email is Best?)
where will you source your contentt?, (Where will you Source your Content?)
who do you want to reach?, (Who Do you Want to Reach?)

dos and dont's, (Developing a Strategy)

include detail in your press emails, (The Press)

quantitative goals, (Defining your Quantitative Goals)

reasons for developing, (Why Develop an Email Strategy?)

email testing guidelines

case study: 50% increase in ciick-throughs, (Case Study: 50% Increase in Clickthroughs)

email tracking programs, (Tracking and Reporting)

email types, (Types of Email Communications)

what is best?, (What Type of Email is Best?)

emails assumed delivered, (Emails Assumed Delivered)

and bounce rate, (Emails Assumed Delivered)
and number of emails filtered as spam, (Emails Assumed Delivered)

emails sent

numbers of, (Number of Emails Sent)

employees

to write articles, (Sourcing Free Content)

ESPs (see email service providers)

Estonia

spam laws, (Estonia)

European Union (EU)

spam laws, (European Union (EU))

event hosts

as sources of rented email lists, (Finding Rental Email Lists)

event sponsorships, (Additional Marketing Methods)

Exact Target (personal relationship email), (Building Personal Relationships)

existing customers, (Existing Customers)

customer profiles, (Existing Customers)
objectives for, (Objectives for Current Customers)
sending types of emails to, (Acquisition Models that Lack Permission)

expenses (see costs)

explaining advanced features/benefits, (Explaining Advanced Features/Benefits)

explicit opt-ins (see opt-ins)

F

F2F campaigns

growth of, (Your Own F2F Program)
opt-in subscribers, (Respecting Email Addresses)
tracking and reporting, (Tracking and Reporting)

F2F forms, (To Link or Not to Link?)

allowing multiple recipients, (To Link or Not to Link?)
fields in, (To Link or Not to Link?)

F2F links

in footers, (Call to Action)

F2F programs, (Forward Rates and Viral Marketing Metrics), (Forward to a Friend), (Your Own F2F Program)

advantages, (Forward Rates and Viral Marketing Metrics)
calls to action, (Forward to a Friend), (Call to Action), (To Link or Not to Link?)
content creation, (Content Creation)
email delivery and display, (Email Delivery and Display)
to link or not to link?, (To Link or Not to Link?)

false positives, (Understanding Deliverability Statistics), (Blacklists)

FDANews registration page, (To Ask or Not to Ask?)

features (of products and services), (Existing Customers)

features of your newsletter, (Selling your Email’s Benefits: the Value Proposition)

feedback from email, (7. Email Provides Detailed Feedback)

Fictionwise home page with acquisition box, (Registration Box)

finding out if your email is being blocked, (Finding Out if your Email is Being Blocked)

check blacklists, (Check Blacklists)
read your responses, (Read your Responses)
set up seed lists, (Set up Seed Lists)
watch your email metrics, (Watch your Email Metrics)

Finland

spam laws, (Finland)

fixed-width emails, (Coding HTML)

font size, (Choosing Fonts)

footers

F2F links in, (Call to Action)
opt-in links, (Email Delivery and Display)

formats (see email formats)

Forward button, (To Link or Not to Link?), (Email Delivery and Display), (Tracking and Reporting)

forward-to-friend programs (see F2F programs)

forwards (metric), (Forward Rates and Viral Marketing Metrics)

France

spam laws, (France)

"free"

use in subject lines, (Including the “Free” Word)

free content

sourcing, (Sourcing Free Content)

frequency of mailouts (see mailout frequency)

From addresses, (Laying the Foundations), (Considering your From Address), (Creating your Emails)

accurately representing your organization, (Accurately Representing your Company)
addition to whitelists, (Whitelists)
avoiding truncation of sender name and address, (Avoiding Truncation of Sender Name and Address)
component parts, (Dissecting the From Address)
dedicating, monitoring, and responding, (Dedicating, Monitoring, and Responding)
ensuring consistency in email addresses, (Ensuring Consistency in Email Addresses)
featuring company, brand or domain name, (Accurately Representing your Company)
personal, (Using Personal From Addresses)
used in viral marketing, (To Link or Not to Link?)

FrontPage, (Coding HTML)

G

games

used in viral marketing campaigns, (Case Study: MarketingSherpa’s “Torture a Spammer”)

general email lists, (Quantity and Pricing)

general online marketing, (Attracting New Subscribers Using Off-site Tactics)

generic default names, (Planning the Preview Pane)

generic display names, (Using Personal From Addresses)

Germany

spam laws, (Germany)

getting started, (Getting Started)

building your own email list, (Building your List)
creating your emails, (Creating your Emails)
delivering the message, (Delivering the Message)
developing a strategy, (Developing a Strategy)
keep learning, (Keep Learning)
laws and regulations, (Complying with the Law)
retaining your customers, (Retaining your Customers)
third-party lists, (Being Smart about Third-party Lists)
tracking your results, (Tracking your Results)

Gmail, (DomainKeys)

image suppression, (Suppressing Images and Deactivating Links)
whitelisting email addresses, (Suppressing Images and Deactivating Links)

goal ROIs, (Understanding Return-on-investment (ROI))

goals for the target audience, (What are your Goals for the Target Audience?)

existing customers, (Objectives for Current Customers)
prospective customers, (Prospective Customers)

Godin, Seth, (Permission)

Google, (DomainKeys), (Work with a Reputable ESP)

grammar in email writing, (Keeping your Paragraphs Short)

grammatical errors, (Proofreading)

granular data, (Using Granular Data)

granular data report, (Using Granular Data)

graphics, (Creating your Emails)

in preview panes, (Planning the Preview Pane)
size of, (Streamlining your Design)
testing, (Design and Graphics)
use sparingly in emails, (Streamlining your Design)

Greece

spam laws, (Greece)

growing your email list, (Acquisition: Growing your Email List)

H

Habeas, (Sender Reputation Whitelists)

handling the send, (Handling The Send), (Buyer Beware!)

Handsprings

reading emails on, (Coding HTML)

hard bounces, (Clean your List Regularly)

double-check, (Clean your List Regularly)

hard sell (rented email lists), (Buyer Beware!)

harvesting addresses, (Acquisition Models that Lack Permission)

high-speed connections

weight of the email, (Catalog Emails)

homepage, (Welcome Message)

Hotmail, (Sender ID Systems)

viral marketing case study, (Case Study: Hotmail)

house list

testing, (List)

house lists, (Using Third-party Email Lists), (When a Third-party List Makes Sense)

as a sustainable asset, (Five Reasons to Build your Own List)
better results with, (Five Reasons to Build your Own List)
control of your own, (Five Reasons to Build your Own List)
cost-effectiveness in the long run, (Five Reasons to Build your Own List)
credibility of your own, (Five Reasons to Build your Own List)
suppressing, (Suppressing your House List)

hover ads, (Popups, Popunders, and Hovers)

hovers, (Popups, Popunders, and Hovers)

HTML, (HTML)

coding for email, (Coding HTML)
email newsletter example, (HTML)

HTML emails, (An Email is Not a Web Page), (Creating your Emails)

branding with your design, (Branding with your Design)
checking for integrity, (Checking HTML Integrity)
checking formatting, (Check and Double-check your HTML)
line lengths, (Considering Line Lengths)
link checking, (Link Checking)

HTML generation

costs, (Writing the HTML)

HTML tables, (Coding HTML)

Hungary

spam laws, (Hungary)

hyperlinks (see links)

Hypertext Markup Language (see HTML)

I

IBM, (DomainKeys Identified Mail (DKIM))

image suppression

avoiding, (Suppressing Images and Deactivating Links)
email software programs, (Suppressing Images and Deactivating Links)

images

descriptive alt attributes, (Streamlining your Design)
in preview panes, (Branding with your Design)
not displayed by some email clients, (Streamlining your Design)
not limited to product shots, (Promoting Additional Product Uses)
size of, (Streamlining your Design)

incentives

to opt-in, (Offering Premiums and Incentives)
viral marketing campaigns, (Incentives), (Long-term Value)

industry experts

to write articles, (Sourcing Free Content)

inspirational writing, (Keeping your Paragraphs Short)

instructional newsletters, (Imparting Know-how)

interactive communication, (Retaining your Customers)

Internet Engineering Task Force (IETF), (DomainKeys Identified Mail (DKIM))

interviews

as content, (Sourcing Free Content)

inverted pyramid style, (Basing Emails on the Inverted Pyramid Style)

invoice emails

transactional, (Transactional Invoice Emails)

IP addresses

blacklisted, (Blacklists)

Ireland

spam laws, (Ireland)

ISP filters, (ISP Filters: Driven by the Bottom Line)

ISPs

develop relationships with, (Develop Relationships)
refusing to speak to you, (Contact the Blocker)
relationships with ESPs, (Work with a Reputable ESP)
to measure deliverability, (Using ISP and Corporate Relationships)

Italy

spam laws, (Italy)

J

Japan

spam laws, (Japan)

Jennings Report, (Keep Learning)

F2F link, (Call to Action)
forward of, (Email Delivery and Display)
online registration page, (Creating an Online Registration Process)

join, (Subscribe, Register, Sign up, Join?)

joint anti-spam efforts, (Joint Anti-spam Efforts)

jump page, (Link Checking)

junk email, (Spam)

K

keep it short, (Mailing Frequency), (Creating your Emails)

keep it simple, (Explaining Advanced Features/Benefits), (Mailing Frequency)

keeping readers informed, (Making the Value Clear)

keeping tabs on competitors' mailouts, (Keeping Tabs)

key benefits

testing, (Key Benefits)

Korea

spam laws, (Korea)

Kraft Foods (additional product uses), (Promoting Additional Product Uses)

L

landing page visits, (Landing Page Visits)

as percentage of clickthroughs, (Landing Page Visits)
as percentage of emails assumed delivered, (Landing Page Visits)

landing pages, (Looking at Landing Pages)

call to action on, (Looking at Landing Pages)
information on, (Looking at Landing Pages)

launch date (email newsletter), (Design and Other Tips)

laws and regulations, (Laws and Regulations), (The Easiest Way to Comply)

(see also anti-spam legislation)
compliance, (Adhere to all Laws and Regulations), (The Easiest Way to Comply), (Complying with the Law)
joint anti-spam efforts, (Joint Anti-spam Efforts)
judgements and convictions for breaches, (The Easiest Way to Comply)
resources on anti-spam laws, (Additional Resources)

lead generation, (Prospective Customers), (Relationship Emails), (Postcard Emails), (Basing Emails on the Inverted Pyramid Style)

length of copy

testing, (Length of Copy)

length of sales cycle

and mailout frequency, (Length of Sales Cycle)

line lengths in your email, (Considering Line Lengths)

link checking, (Link Checking)

link suppression, (Suppressing Images and Deactivating Links)

avoiding, (Suppressing Images and Deactivating Links)

links, (Creating your Emails)

deactivation, (Suppressing Images and Deactivating Links)
in emails, (6. Email Accommodates Hyperlinks)
use strategically in emails, (Using Links Strategically)

list brokers, (Finding Rental Email Lists), (Being Smart about Third-party Lists)

beware of guarantees, (Test, Test, Test)
finding reputable, (Finding Rental Email Lists)
handling the send, (Handling The Send)
information needed about target audience, (Finding Rental Email Lists)
make goods, (Taking a “Make Good”)
paid by list owners, (Finding Rental Email Lists)
questions for, (Beyond the Data Card)
tell them about your end goal, (Finding Rental Email Lists)

list description

data cards, (List Description)

list fatigue, (List Fatigue)

list owners, (Finding Rental Email Lists)

questions for, (Beyond the Data Card)

list testing, (List), (List Testing)

lists

cleaning, (Clean your List Regularly)

Lithuania

spam laws, (Lithuania)

load times of emails, (Catalog Emails)

lobbyists

as target market, (The Press), (The Press)

logos

in preview panes, (Planning the Preview Pane), (Branding with your Design)

long-term value

viral marketing campaigns, (Long-term Value)

losing control of your message through viral marketing, (Losing Control)

Lotus Notes

image suppression, (Suppressing Images and Deactivating Links)

lunchtime

as time to send mailouts, (The Best Time to Send)

Luxembourg

spam laws, (Luxembourg)

M

mailout frequency, (Case Study: Dakin Farm), (How Often should I Send Mailouts?)

and audience, (Audience)
and competition, (Competition)
and relevance of information, (Relevance)
and seasonality, (Seasonality)
and spam, (How Often should I Send Mailouts?)
and timeliness of information, (Timeliness)
customer retention emails, (Mailing Frequency)
Digest of Congress, (Keeping Tabs)
length of content, (Length of Content)
length of sales cycle, (Length of Sales Cycle)
letting readers choose, (Letting Readers Choose)
list fatigue, (List Fatigue)
resources, (Resources)
survey results, (How Often should I Send Mailouts?)
type of content, (Type of Content)

mailouts, (5. Email is Quick to Produce)

best day to send, (The Best Day to Send)
best time to send, (The Best Time to Send)

make good, (Taking a “Make Good”)

making the value of the product clear, (Making the Value Clear)

Malaysia

spam laws, (Malaysia)

Malta

spam laws, (Malta)

market segments

Congressional Publications, (The Press)
dividing custiomer base into smaller segments, (The Press)

MarketingSherpa, (Keep Learning)

co-registration page, (Co-registration)

games used in viral marketing campaign

case study, (Case Study: MarketingSherpa’s “Torture a Spammer”)

MarketingVox, (Keep Learning)

McAfee email newsletter (making the value clear), (Making the Value Clear)

means-to-an-end goals, (Means-to-an-end Goals)

Congressional Publications, (Setting Quantitative Goals)

measuring deliverability, (Measuring Deliverability)

seeding your lists, (Seeding your Lists)
using ISP and corporate relationships, (Using ISP and Corporate Relationships)

media

as target audience, (The Press)

media interest

generated through emails, (Using Emails to Generate Media Interest)

media kits, (Data Cards), (Being Smart about Third-party Lists)

media outlets

as target market, (The Press), (The Press)

media section

data cards, (Media or Source)

metrics

benchmarks, (Case Study: Using Tracking and Reporting to Improve your Bottom Line)
conversion, (Understanding Conversion Metrics)
deliverability, (Measuring Deliverability), (Finding Out if your Email is Being Blocked)
performance, (Understanding Performance Metrics)
rented email lists, (Beyond the Data Card)
return on investment, (Understanding Return-on-investment (ROI))
send, (Understanding Send Metrics)
tracking and reporting, (Tracking and Reporting)
watching your email metrics, (Watch your Email Metrics)
web site performance, (Web Site Performance Metrics)

Mexico

spam laws, (Mexico)

Microsoft, (Sender ID Systems), (DomainKeys Identified Mail (DKIM))

minimum order

data cards, (Minimum Order)

misleading information, (The Easiest Way to Comply), (Complying with the Law)

multipart MIME, (Multipart MIME)

N

natural search marketing, (Attracting New Subscribers Using Off-site Tactics)

negative option opt-out, (Acquisition Models that Lack Permission)

new subscribers

attracting, (Attracting New Subscribers Using Off-site Tactics)

newsletter's title

in preview panes, (Planning the Preview Pane)

newspapers, regional

as target market, (The Press)

nflshop.com HTML welcome message, (Welcome Message)

niche email lists, (Quantity and Pricing)

niche markets, (Developing a Strategy)

No Man is an Iland, (Keep Learning)

non-bounce rate, (Emails Assumed Delivered)

non-responsive email addresses

removing, (Remove Non-responsive Email Addresses)

numbers of emails filtered as spam, (Emails Assumed Delivered)

numbers of emails sent, (Number of Emails Sent)

nurturing your readers, (Educating and Nurturing)

O

offer

testing, (Offer)

offline acquisition, (Offline Acquisition)

offline marketing methods, (Additional Marketing Methods)

offline registration form, (The Mechanics of an Offline Registration Form)

one box per letter for email address, (The Mechanics of an Offline Registration Form)

offline touch points, (New Offline Touch Points)

online email registration optimization (case study), (Case Study: Optimizing Online Email Registration)

bottom line, (The Bottom Line)
explaining away obstacles, (Explaining Away Obstacles)
reworking the data collection, (Reworking the Data Collection)

online list databases, (Finding Rental Email Lists)

online mystery

associated with viral marketing campaigns, (Other Viral Marketing Campaigns)

online registration pages, (Your Registration Pages)

basic information to ask for, (To Ask or Not to Ask?)
design, (Design and Other Tips)
information which is not asked for, (To Ask or Not to Ask?)
Jennings Report, (Creating an Online Registration Process)
popups, popunders and hovers, (Popups, Popunders, and Hovers)
privacy policy, (Design and Other Tips)
registration box, (Registration Box)
sensitive information, (To Ask or Not to Ask?)
subscription management pages, (Subscription Management Pages)
Thank You page, (The Thank You Page)
visually engaging sign-up mechanisms, (Visually Engaging Sign-up Mechanisms)

online registration process, (Creating an Online Registration Process)

co-registration, (Co-registration)
defining your offer, (Defining your Offer)
driving web site visitors to subscrbe, (Driving Web Site Visitors to Subscribe)
effectiveness of registration process, (How Effective is your Registration Process?)
email follow-ups, (Email Follow-ups)
your registration pages, (Your Registration Pages)

open rate

improving, (Improving your Open Rate)

lists, (List)
preview pane, (Preview Pane)
subject line, (Subject Line)

open rates, (7. Email Provides Detailed Feedback), (The Open Rate)

as useful metric, (The Open Rate)
calculating, (The Open Rate)
day and time data, (The Open Rate)
tracking, (The Open Rate)

opening paragraphs, (Case Study: 50% Increase in Clickthroughs)

keep it fresh, (Case Study: 50% Increase in Clickthroughs)
make it short, (Case Study: 50% Increase in Clickthroughs)

opportunities (SWOT analysis), (Keeping Tabs)

opt-in acquisition, (Permission-based Acquisition Models)

opt-in email marketing (see opt-ins)

opt-in links

forwarded emails, (Email Delivery and Display)
in footer of emails, (Email Delivery and Display)

opt-in lists

achieve higher retention rates, (Using Permission to Meet Marketing Goals)
as essential, (Using Permission to Meet Marketing Goals)
as more profitable and beneficial to the mailing organization, (Using Permission to Meet Marketing Goals)
don't make you look like a spammer, (Using Permission to Meet Marketing Goals)
engage more valuable prospects and customers, (Using Permission to Meet Marketing Goals)
sharing, (Acquisition Models that Lack Permission)

opt-in online registration, (Creating an Online Registration Process)

opt-in permission, (The Easiest Way to Comply)

opt-in policy, (Contact the Blocker)

opt-in process

adopt best practice in, (Adopt Best Practices)

opt-ins, (The Key to Success: Permission), (Using Emails to Generate Media Interest), (Letting Readers Choose), (The Business Case for Permission), (Acquisition Models that Lack Permission), (Aggregating Information), (Building your List), (Complying with the Law)

capture information on your, (Capture Information on your Opt-ins)
current customer, (Gaining Current Customer Opt-ins)
defining your offer, (Defining your Offer)
driving web site visitors to subscribe, (Driving Web Site Visitors to Subscribe)
including on every page, (Registration Box)
information to ask for, (To Ask or Not to Ask?)
offering premiums and incentives, (Offering Premiums and Incentives)
selling your email benefits, (Selling your Email’s Benefits: the Value Proposition)
sign up terms, (Subscribe, Register, Sign up, Join?)
straightforward nature of, (Opt-in Still Applies)
third-party email lists, (Opt-in Still Applies), (Beyond the Data Card), (Being Smart about Third-party Lists)
what are they worth?, (What’s a New Opt-in Worth?)

opt-out, (The Easiest Way to Comply)

definition, (Unsubscribe or Opt-out Rates)
double, (Acquisition Models that Lack Permission)
negative option, (Acquisition Models that Lack Permission)
simpleness of unsubscribing, (Opt-in Still Applies)

opt-out acquisition, (Permission-based Acquisition Models), (Acquisition Models that Lack Permission)

opt-out rates, (Unsubscribe or Opt-out Rates)

optimizing online email registration

case study, (Case Study: Optimizing Online Email Registration)

order confirmation

as transactional email, (Transactional Emails)

orders-per-email delivered, (The Conversion Rate)

other page visits, (Tracking Other Page Visits)

Outlook Express

image suppression, (Suppressing Images and Deactivating Links)

P

paid content

sourcing, (Sourcing Paid Content)

paid search engine marketing, (Attracting New Subscribers Using Off-site Tactics)

Palm Pilots

reading emails on, (Coding HTML)

paragraph size, (Keeping your Paragraphs Short)

Pareto principle, (Customer Retention)

password, (Welcome Message)

PDAs

reading emails on, (Coding HTML)

performance measurement

and means-to-an-end goals, (Means-to-an-end Goals)

performance metrics, (Understanding Performance Metrics)

clickthrough rate, (The Clickthrough Rate)
forward rates, (Forward Rates and Viral Marketing Metrics)
open rate, (The Open Rate)
unsubscribe or opt-out rates, (Unsubscribe or Opt-out Rates)
viral marketing program, (Forward Rates and Viral Marketing Metrics)

permission, (Permission), (Creating an Online Registration Process)

acquisition models that lack permission, (Acquisition Models that Lack Permission)
as crux of good email marketing list, (Permission)
as key to success, (The Key to Success: Permission)
as proactive, (Acquisition Models that Lack Permission)
business case for, (The Business Case for Permission)
obtaining from reporters before sending press releases, (Using Emails to Generate Media Interest)
third-party, (Acquisition Models that Lack Permission)
transferring or assigning, (Acquisition Models that Lack Permission)
using to meet marketing goals, (Using Permission to Meet Marketing Goals)
viral marketing campaigns, (Respecting Email Addresses)

permission-based acquisition models, (Permission-based Acquisition Models)

confirmed opt-in acquisition, (Permission-based Acquisition Models)
double opt-in acquisition, (Permission-based Acquisition Models)
opt-in acquisition, (Permission-based Acquisition Models)
opt-out acquisition, (Permission-based Acquisition Models)

personal From addresses, (Using Personal From Addresses)

personal message from sender to colleague, (To Link or Not to Link?)

ways to handle this, (To Link or Not to Link?)

personal relationship emails, (Building Personal Relationships)

personality, (Voice, Personality, and Style)

personalization

of preview pane, (Planning the Preview Pane)
value of, (Planning the Preview Pane)

personalization of newsletters, (Building Personal Relationships), (Personalization)

persuasive writing, (Selling your Email’s Benefits: the Value Proposition)

Peru

spam laws, (Peru)

phishing emails, (Email Authentication Systems)

plain text

use in emails, (Branding with your Design)

polls

as content, (Sourcing Free Content)

poorly-designed email, (Laying the Foundations)

popunder ads, (Popups, Popunders, and Hovers)

popunders, (Popups, Popunders, and Hovers)

popup ads, (Popups, Popunders, and Hovers)

popups, (Popups, Popunders, and Hovers)

testing with and without, (Popups, Popunders, and Hovers)
triggering, (Popups, Popunders, and Hovers)

postage rate increases (US), (1. Email is Cost-effective)

postal addresses, (To Ask or Not to Ask?)

postcard emails, (Postcard Emails), (Short-form Editorials)

applications, (Postcard Emails)

Postmaster Direct, (Finding Rental Email Lists)

premiums

to opt-in, (Offering Premiums and Incentives)

the press

as target audience, (The Press)
communicative emails for, (Communicative Emails)
goals for, (The Press)

press profiles, (The Press)

press releases, (Using Emails to Generate Media Interest), (Additional Marketing Methods)

frequency, (Using Emails to Generate Media Interest)
layout and style, (Using Emails to Generate Media Interest)
obtain permission from reporter before sending, (Using Emails to Generate Media Interest)
personalizing, (Using Emails to Generate Media Interest)
sample of HTML press release, (Using Emails to Generate Media Interest)
sending to targeted publications, (Using Emails to Generate Media Interest)
sent via email, (Using Emails to Generate Media Interest)

preview panes, (Laying the Foundations), (Planning the Preview Pane), (Creating your Emails)

content in, (Planning the Preview Pane)
graphics in, (Planning the Preview Pane)
images in, (Branding with your Design)
logos in, (Planning the Preview Pane), (Branding with your Design)
newsletter's title in, (Planning the Preview Pane)
personalization, (Planning the Preview Pane)
sizes of, (Planning the Preview Pane)
testing, (Preview Pane)

price testing, (Price)

pricing of data cards, (Quantity and Pricing)

print advertising, (Additional Marketing Methods)

print brochures, (Additional Marketing Methods)

prior consent, (The Easiest Way to Comply)

privacy policy

online registration pages, (Design and Other Tips)
web pages, (Opt-in Still Applies)

prizes

in return form email addresses, (Opt-in Still Applies)

products to be promoted, (What Products or Services will you Promote?)

programming costs, (Writing the HTML)

promoting a second source of content, (Promoting a Second Source of Content)

promoting additional product uses, (Promoting Additional Product Uses)

promotional emails, (Using Email to Promote your Business)

ads in other email products, (Ads in Other Emails)

advertorials, (Advertorials)

based on inverted pyramid style, (Basing Emails on the Inverted Pyramid Style)

call to action above the fold, (Looking Above the Fold), (Calling Recipients to Action)

catalog emails, (Catalog Emails)

personalizing preview panes, (Planning the Preview Pane)

postcard emails, (Postcard Emails)

sourcing content, (Where will you Source your Content?)

topics

Congressional Pubications, (Pulling it all Together)

promotional material, (Where will you Source your Content?)

proofreading, (Proofreading)

prospective congressional offices

as target market, (The Press)

prospective customers, (Prospective Customers)

customer profiles, (Prospective Customers)
goals for, (Prospective Customers)

prospective lobbyists

as target market, (The Press)

prospective media outlets

as target market, (The Press)

prospective universities

as target market, (The Press), (The Press)

public relations

as a result of viral marketing, (Getting a Good “Buzz”)

publishers

as sources of rented email lists, (Finding Rental Email Lists)

purchase decision

elements of, (Existing Customers)

purchased email lists

lack of credibility, (Five Reasons to Build your Own List)

purchases

made as a result of email marketing, (The Effects of Email Marketing)

purported responsible address (PRA), (Sender ID Systems)

"push technology", (3. Email is “Push Technology”)

Q

quality assurance testing HTML, (Coding HTML)

quantitative goals, (Defining your Quantitative Goals), (Developing a Strategy)

benchmarks, (Benchmarks)
bottom-line goals, (Bottom-line Goals)
means-to-an-end goals, (Means-to-an-end Goals)
rented email list testing, (Test, Test, Test)
setting, (Setting Quantitative Goals)

quantity and pricing of data cards, (Quantity and Pricing)

R

radio advertising, (Additional Marketing Methods)

random sampling, (A/B Splitting)

readability of your email, (Choosing Fonts)

readership you want to reach, (Who Do you Want to Reach?)

(see also target audience)
existing customers, (Existing Customers)
prospective customers, (Prospective Customers)
the press, (The Press)

recipient's actual names, (To Link or Not to Link?)

recommendations, (What is Viral Marketing?)

(see also viral marketing)
via email, (10. Email can be a Viral Marketing Tool)

referrals, (Objectives for Current Customers), (Relationship Emails)

regional newspapers

as target market, (The Press)

register, (Subscribe, Register, Sign up, Join?)

registration box, (Registration Box)

registration pages (see online registration pages)

registration process (see offline registration form) (see online registration process)

registration questionnaire, (Case Study: Optimizing Online Email Registration), (Reworking the Data Collection)

regulations (see laws and regulations)

relationship-building emails, (2. Email Builds Relationships), (Using Email to Build and Maintain Relationships), (Relationship Emails)

60/40 rule, (Where will you Source your Content?)

applications, (Relationship Emails)

balance between editorial and promotional material, (Where will you Source your Content?)

email newsletters, (Email Newsletters)

short-form editorials, (Short-form Editorials)

sourcing content, (Where will you Source your Content?)

subject lines, (What’s in it for Them?)

topics and sources

Congressional Publications, (Pulling it all Together)

transactional emails, (Transactional Emails)

relevance of information

and mailout frequency, (Relevance)

reminding customers about your service, (Making the Value Clear)

“renewal series” of email invoices, (Transactional Invoice Emails)

renewals, (Objectives for Current Customers), (Transactional Invoice Emails), (Relationship Emails)

rented email lists, (Using Third-party Email Lists), (Opt-in Still Applies), (Being Smart about Third-party Lists)

as opt-in lists, (Beyond the Data Card)

buyer beware, (Buyer Beware!)

evaluating, (Evaluating Rental Lists)

data cards, (Data Cards)

finding, (Finding Rental Email Lists)

frequency of cleaning, (Beyond the Data Card)

frequency of rental, (Beyond the Data Card)

lack of credibility, (Five Reasons to Build your Own List)

metric questions, (Beyond the Data Card)

testing of, (Beyond the Data Card), (Test, Test, Test)

types of companies using, (Beyond the Data Card)

reporters

sending press releases to, (Using Emails to Generate Media Interest)

reprints, (Sourcing Paid Content)

re-purposing your own content, (Sourcing Free Content)

reputation building, (Building a Reputation)

resources

and mailout frequency, (Resources)

retail outlets, (Additional Marketing Methods)

retailers

as sources of rented email lists, (Finding Rental Email Lists)

retaining your customers (see customer retention)

return on investment (ROI), (Understanding Return-on-investment (ROI)), (Tracking your Results)

break-even and goals, (Understanding Return-on-investment (ROI))

reusing “Forward to a Friend” email addresses, (Acquisition Models that Lack Permission)

rich text format (RTF), (Rich Text Format)

"Robinson" lists, (The Easiest Way to Comply)

ROI (see return on investment)

royalty-free article farms, (Sourcing Free Content)

Russia

spam laws, (Russia)

S

sales receipts, (Additional Marketing Methods)

sample campaign

abandon rate statistics, (The Abandon Rate)
bounce rate statistics, (Bounced Emails)
break-even result, (Following the Email Path)
click-to-purchase ratio, (Click-to-Purchase Ratio (CTP Ratio))
clickthrough rate statistics, (The Clickthrough Rate)
conversion rate statistics, (The Conversion Rate)
cost and revenue goals, (Understanding Return-on-investment (ROI))
landing page visit statistics, (Landing Page Visits)
number of emails assumed delivered, (Emails Assumed Delivered)
number of emails sent, (Number of Emails Sent)
open rate statistics, (The Open Rate)
other page visit statistics, (Visitors Beginning the Desired Action)
profit goal, (Following the Email Path)
return on investment, (Understanding Return-on-investment (ROI))
setting goals for, (Following the Email Path)
statistics for visitors beginning the desired action, (Visitors Beginning the Desired Action)
unsubscribe rate statistics, (Unsubscribe or Opt-out Rates)

sample email newsletters

flaws with, (Gaining Current Customer Opt-ins)

sample issue (email newsletter), (Design and Other Tips)

sample size

rented email list testing, (Test, Test, Test)

scraping addresses, (Acquisition Models that Lack Permission)

search engine marketing, (Attracting New Subscribers Using Off-site Tactics)

search engine optimization, (Attracting New Subscribers Using Off-site Tactics)

seasonality

and mailout frequency, (Case Study: Dakin Farm), (Seasonality)

second source of content

promoting, (Promoting a Second Source of Content)

seeding your lists (to track deliverability), (Seeding your Lists), (Set up Seed Lists)

limitations, (Seeding your Lists)

segmentation of the market, (8. Email Enables Affordable Segmentation and Targeting)

selections

data cards, (Selections)

self-built lists (see house lists)

selling your email's benefits, (Selling your Email’s Benefits: the Value Proposition)

send

de-duping, (De-duping)
definition, (5. Email is Quick to Produce)
handling the, (Handling The Send), (Buyer Beware!)
notation laws in different counties, (The Easiest Way to Comply)
suppressing unsubscribes, (Suppressing Unsubscribes)
suppressing your house list, (Suppressing your House List)
taking a "make good", (Taking a “Make Good”)
tracking and reporting, (Tracking and Reporting)

Send button, (To Link or Not to Link?)

send metrics, (Understanding Send Metrics)

bounced emails, (Bounced Emails)
emails assumed delivered, (Emails Assumed Delivered)
number of emails filtered as spam, (Emails Assumed Delivered)
numbers of emails sent, (Number of Emails Sent)

sender email addresses, (Dissecting the From Address)

truncation of, (Avoiding Truncation of Sender Name and Address)

Sender ID systems, (Email Authentication Systems), (Sender ID Systems)

Sender Policy Framework (SPF) systems, (Email Authentication Systems), (Sender Policy Framework (SPF) Systems), (Publish your SPF Record)

sender reputation organizations, (Sender Reputation Whitelists)

enforcement of standards and best practice, (Sender Reputation Whitelists)

sender reputation programs, (Sender Reputation Whitelists)

sender reputation whitelists, (Sender Reputation Whitelists)

sender's email address (F2F forms), (To Link or Not to Link?)

sender's name (F2F forms), (To Link or Not to Link?)

sensitive information

asking for, (To Ask or Not to Ask?)

serious approach (in writing), (Making the Value Clear)

services to be promoted, (What Products or Services will you Promote?)

shared IP addresses, (Blacklists)

sharing opt-in email lists, (Acquisition Models that Lack Permission)

short paragraphs, (Keeping your Paragraphs Short)

short-form editorial emails, (Short-form Editorials)

content, (Short-form Editorials)
format, (Short-form Editorials)
frequency of sending, (Short-form Editorials)

sign up, (Subscribe, Register, Sign up, Join?)

sign-up mechanisms, (Subscribe, Register, Sign up, Join?)

visually engaging, (Visually Engaging Sign-up Mechanisms)

sign-up page, (Building your List)

SIIA's Industry Daily email (aggregating information), (Aggregating Information)

SitePoint, (Keep Learning)

60/40 rule, (Where will you Source your Content?), (Editorial vs. Promotional Content Ratio)

slugs, (Planning the Preview Pane)

social marketing, (What is Viral Marketing?)

social network marketing, (What is Viral Marketing?)

soft bounces, (Clean your List Regularly)

soft-sell promotion, (Promoting Additional Product Uses), (Imparting Know-how)

source section

data cards, (Media or Source)

sourcing free content, (Sourcing Free Content)

aggregating the content of others, (Sourcing Free Content)
customers, (Sourcing Free Content)
from your employees, (Sourcing Free Content)
industry experts, (Sourcing Free Content)
interviews, (Sourcing Free Content)
polls and surveys, (Sourcing Free Content)
re-purposing your own content, (Sourcing Free Content)
royalty-free article farms, (Sourcing Free Content)
short tips and quotes, (Sourcing Free Content)
through barter, (Sourcing Free Content)

sourcing paid content, (Sourcing Paid Content)

article harvesting, (Sourcing Paid Content)
articles, (Sourcing Paid Content)
case studies, (Sourcing Paid Content)
reprints, (Sourcing Paid Content)

sourcing your content, (Where will you Source your Content?)

choosing content topics, (Choosing Content Topics)
free content, (Sourcing Free Content)
paid content, (Sourcing Paid Content)
putting it all together, (Pulling it all Together)

Spain

spam laws, (Spain)

spam, (How Often should I Send Mailouts?), (The Best Time to Send), (Spam), (Acquisition Models that Lack Permission), (Laying the Foundations), (Dedicating, Monitoring, and Responding), (Including the “Free” Word)

avoid email that looks like, (Avoid Looking Like a Spammer), (Delivering the Message)
features associated with, (Content Filters)
impact on deliverability, (Optimizing Deliverability)
joint anti-spam efforts, (Joint Anti-spam Efforts)
quantity of, (Three Levels of Spam Filtration)

spam complaints, (Permission-based Acquisition Models), (Acquisition Models that Lack Permission), (The Mechanics of an Offline Registration Form), (Clean your List Regularly), (Aggregating Information)

finding discussion group threads about, (Work with a Reputable ESP)

spam content report, (Content Filters)

spam filter checking, (Spam Filter Checking)

spam filters, (Laying the Foundations), (Including the “Free” Word)

and related names, (Using Personal From Addresses)
blacklists, (Blacklists)
challenge-response systems, (Challenge-response Systems)
content filters, (Content Filters)
corporate filters, (Corporate Filters: All about Productivity)
desktop filters, (Desktop Filters: Gaining Optimum Control)
determining what is spam, (Including the “Free” Word)
email authentication systems, (Email Authentication Systems)
ISP filters, (ISP Filters: Driven by the Bottom Line)
suppressing images and deactivating links, (Suppressing Images and Deactivating Links)
three levels of, (Three Levels of Spam Filtration)
types of, (Different Types of Filters)
velocity filters, (Velocity Filters)
whitelists, (Whitelists)

spam laws (see anti-spam legislation)

spam monitoring organizations, (Blacklists), (Check Blacklists)

Spam Prevention Early Warning System (SPEWS), (Blacklists), (Check Blacklists)

spam trap poisoning, (Permission-based Acquisition Models)

spam traps, (Permission-based Acquisition Models), (Clean your List Regularly)

SpamArrest challenge-response system

confirmation email, (Challenge-response Systems)

SpamAssassin, (Content Filters)

SpamCop, (Blacklists), (Check Blacklists)

SpamHaus, (Blacklists), (Check Blacklists)

spammer

avoid looking like a, (Using Permission to Meet Marketing Goals), (Avoid Looking Like a Spammer)

spammers

convictions, (The Easiest Way to Comply)

spammers' rights, (The Easiest Way to Comply)

spammy subject lines, (Avoid Spammy Subject Lines)

speed of production of email, (5. Email is Quick to Produce)

spelling errors, (Proofreading)

SPF record, (Email Authentication Systems), (Publish your SPF Record), (The Easiest Way to Comply), (Delivering the Message)

spreading your message quickly, (Spreading your Message Quickly)

statement of benefits, (Selling your Email’s Benefits: the Value Proposition)

strategic plan, (Developing an Effective Email Strategy)

as evolving document, (Developing an Effective Email Strategy)

streamlining your design, (Streamlining your Design)

strengths (SWOT analysis), (Keeping Tabs)

style, (Voice, Personality, and Style)

subject line field (F2F forms), (To Link or Not to Link?)

subject lines, (Laying the Foundations), (Designing the Subject Line), (Creating your Emails)

consistent for relationship emails, (What’s in it for Them?)
hybrid for relationship emails, (What’s in it for Them?)
including the "free" word, (Including the “Free” Word)
issue-specific for relationship emails, (What’s in it for Them?)
offer-based, (What’s in it for Them?)
optimizing the title in 23 characters, (Optimizing the Title in 23 Characters)
spammy, (Avoid Spammy Subject Lines)
testing, (Subject Line)
transactional, (What’s in it for Them?)
what's in it for them?, (What’s in it for Them?)

subscribe, (Subscribe, Register, Sign up, Join?)

subscription management pages, (Subscription Management Pages), (Welcome Message)

allow users to change and maintain their personal information, (Subscription Management Pages)
usernames, (Subscription Management Pages)

suppressing images in emails, (Suppressing Images and Deactivating Links)

surveys

as content, (Sourcing Free Content)

sweet spots, (Registration Box)

SWOT analysis, (Keeping Tabs)

T

table of contents, (Looking Above the Fold)

target audience, (Who Do you Want to Reach?), (Finding Rental Email Lists)

Congressional Publications, (The Press), (The Press)

existing customers, (Existing Customers)

objectives for, (Objectives for Current Customers)

goals for, (What are your Goals for the Target Audience?)

prospective customers, (Prospective Customers)

objectives for, (Prospective Customers)

the press, (The Press)

objectives for, (The Press)

targeted groups

dividing customer base into smaller segments, (The Press)

targeting different groups, (8. Email Enables Affordable Segmentation and Targeting)

television advertising, (Additional Marketing Methods)

test sending, (Test Sending)

of all email formats, (Test Sending)

testimonials, (Selling your Email’s Benefits: the Value Proposition), (Promoting Additional Product Uses)

testing, (Testing)

A/B splitting, (A/B Splitting)
analyzing results, (Analyzing your Results)
basic principles, (Basics of Testing)
benchmark use, (Testing)
call to action, (Call to Action)
colors, (Colors)
copy content, (Copy Content)
design and graphics, (Design and Graphics)
email formats, (Email Format)
improving your click-through rate, (Improving your Clickthrough Rate)
improving your click-to-ourchase ratio, (Improving your Click-to-Purchase Ratio)
improving your open rate, (Improving your Open Rate)
keeping all other aspects equal, (Keeping All Other Aspects Equal)
key benefits, (Key Benefits)
length of copy, (Length of Copy)
limiting timeframe, (Limiting Testing Time Frame)
lists, (List), (List Testing)
offer, (Offer)
preview panes, (Preview Pane)
price, (Price)
subject lines, (Subject Line)
subjects to test, (Testing)
using random samples, (A/B Splitting)
using tracking, (Tracking)

testing of rented email lists, (Beyond the Data Card), (Test, Test, Test), (Being Smart about Third-party Lists)

quantitative goals, (Test, Test, Test)
sample size, (Test, Test, Test)

text ads, (Attracting New Subscribers Using Off-site Tactics)

text-only emails, (Text-only Emails)

line lengths, (Considering Line Lengths)

Thank You page (online registration), (The Thank You Page)

third-party email lists, (Using Third-party Email Lists), (Being Smart about Third-party Lists)

beyond data cards, (Beyond the Data Card)
buyer beware, (Buyer Beware!), (Being Smart about Third-party Lists)
evaluating rental lists, (Evaluating Rental Lists)
finding rental email lists, (Finding Rental Email Lists)
handling the send, (Handling The Send)
opt-ins still apply, (Opt-in Still Applies), (Being Smart about Third-party Lists)
organizational sources, (Finding Rental Email Lists)
performance vs. home lists, (When a Third-party List Makes Sense)
rental fees, (When a Third-party List Makes Sense)
testing, (Test, Test, Test), (Being Smart about Third-party Lists)
when they make sense, (When a Third-party List Makes Sense)

third-party permission, (Acquisition Models that Lack Permission)

threats (SWOT analysis), (Keeping Tabs)

thumb-printing, (Acquisition Models that Lack Permission)

timeliness of email, (4. Email Provides Timely Results)

timeliness of information

and mailout frequency, (Timeliness)

timing of sending of mailouts, (The Best Time to Send)

tips and quotes

as content, (Sourcing Free Content)

tone (of writing), (Case Study: 50% Increase in Clickthroughs)

total emails attempted, (Number of Emails Sent)

total open rates, (The Open Rate)

total opens, (The Open Rate)

total recipients, (Number of Emails Sent)

tracking

to compare one test segment to another, (Tracking)

tracking and reporting, (Tracking and Reporting), (Tracking your Results)

conversion metrics, (Understanding Conversion Metrics)

cost of new subscribers from offsite sources, (Tracking and Reporting)

customer retention campaign success metrics, (Tracking Success Metrics)

F2F campaigns, (Tracking and Reporting)

following the email path, (Following the Email Path)

metrics, (Tracking and Reporting)

performance metrics, (Understanding Performance Metrics)

return on investment (ROI), (Understanding Return-on-investment (ROI))

send metrics, (Understanding Send Metrics), (Tracking and Reporting)

to improve your bottom line

case study, (Case Study: Using Tracking and Reporting to Improve your Bottom Line)

using granular data, (Using Granular Data)

viral marketing campaign, (Tracking and Reporting)

web site performance metrics, (Web Site Performance Metrics)

tracking email forwarders, (Tracking and Reporting)

trade shows, (Additional Marketing Methods)

transactional emails, (Transactional Emails), (Acquisition Models that Lack Permission)

sourcing content, (Where will you Source your Content?)

transactional invoice emails, (Transactional Invoice Emails)

transferring permission, (Acquisition Models that Lack Permission)

triggers

auto-responders as, (Auto-responders as Triggers)
automating email delivery with, (Automating Email Delivery with Triggers)
definition, (Automating Email Delivery with Triggers)
for popups, (Popups, Popunders, and Hovers)

trust

gaining through viral marketing, (Gaining a Higher Level of Trust)

U

unique open rates, (The Open Rate)

benchmarks, (The Open Rate)

unique opens, (The Open Rate)

United States of America, (The United States of America)

(see also US CAN-SPAM Act of 2003)
spam laws, (The United States of America)

universities (offering political science degrees)

as target market, (The Press), (The Press)

unlimited sends, (Buyer Beware!)

unsolicited bulk email (UBE), (Spam)

unsolicited commercial email (UCE), (Spam)

unsubscribe links, (Acquisition Models that Lack Permission), (Welcome Message), (The Easiest Way to Comply), (Complying with the Law)

clear and prominent, (Include a Clear and Prominent Unsubscribe Link)

unsubscribe rates, (Unsubscribe or Opt-out Rates)

benchmarks, (Unsubscribe or Opt-out Rates)
calculating, (Unsubscribe or Opt-out Rates)

unsubscribe requests, (Clean your List Regularly)

mechanisms, (The Easiest Way to Comply)

unsubscribers

removing, (Clean your List Regularly)

unsubscribes

definition, (Unsubscribe or Opt-out Rates)
suppression, (Suppressing Unsubscribes)

unsubscribing, (Subscription Management Pages)

simpleness of, (Opt-in Still Applies)

upsells, (Objectives for Current Customers), (Relationship Emails), (Postcard Emails)

US CAN-SPAM Act of 2003, (Transactional Emails), (The Business Case for Permission), (The United States of America)

convictions under, (The Easiest Way to Comply)
illegal to send email to people who have unsubscribed, (Suppressing Unsubscribes)
incentives permitted, (Incentives)

US postal rates

comparison with email costs, (1. Email is Cost-effective)

usernames, (Subscription Management Pages), (Welcome Message)

users

ability to change and maintain their personal information, (Subscription Management Pages)

V

value-adding newsletters, (Email and CRM)

value proposition, (Selling your Email’s Benefits: the Value Proposition), (To Ask or Not to Ask?)

value-adding email newsletters, (Email and CRM)

variable costs, (Understanding Return-on-investment (ROI))

variable-width emails, (Coding HTML)

variety of material (content), (Building a Reputation)

velocity filters, (Velocity Filters)

Verisign, (DomainKeys Identified Mail (DKIM))

view activity details link, (Using Granular Data)

viral marketing, (Viral Marketing), (Forward to a Friend)

(see also F2F programs)
beating the backlash, (Beating the Backlash)
benefits and tradeoffs, (Viral Marketing Benefits and Tradeoffs)
commanding more audience attention, (Commanding More Audience Attention)
cost-effectiveness, (Cost-effectiveness)
definition, (What is Viral Marketing?)
forward to a friend, (Forward to a Friend)
From addresses, (To Link or Not to Link?)
gaining a higher level of trust, (Gaining a Higher Level of Trust)
leading to free public relations, (Getting a Good “Buzz”)
losing control, (Losing Control)
simple approach to, (The Simplest Approach to Viral Marketing)
spreading your message quickly, (Spreading your Message Quickly)
your own F2F program, (Your Own F2F Program)

viral marketing campaigns, (Tracking and Reporting), (Other Viral Marketing Campaigns)

(see also F2F campaigns)

as creative process, (Other Viral Marketing Campaigns)

case studies

Burger King, (Case Study: Burger King’s Subservient Chicken)
e-tractions' Holday Snowglobe, (Case Study: e-tractions’ Holiday Snowglobe)
Hotmail, (Case Study: Hotmail)
MarketingSherpa, (Case Study: MarketingSherpa’s “Torture a Spammer”)

contests associated with, (Other Viral Marketing Campaigns)

email offers great value, (Great Value)

games associated with, (Case Study: MarketingSherpa’s “Torture a Spammer”)

importance of existing social network, (An Existing Social Network)

incentives, (Incentives), (Long-term Value)

keys to success, (Keys to Success)

long-term value, (Long-term Value)

online mystery associated with, (Other Viral Marketing Campaigns)

respecting email addresses, (Respecting Email Addresses)

tracking and reporting, (Tracking and Reporting)

viral marketing form

fields in, (To Link or Not to Link?)

viral marketing program, (Forward Rates and Viral Marketing Metrics)

viral marketing tool

email as, (10. Email can be a Viral Marketing Tool)

visitors beginning the desired action, (Visitors Beginning the Desired Action)

visually engaging sign-up mechanisms, (Visually Engaging Sign-up Mechanisms)

voice, (Voice, Personality, and Style)

W

WD-40 (additional product uses), (Promoting Additional Product Uses)

weaknesses (SWOT analysis), (Keeping Tabs)

web addresses

easy to remember, (Additional Marketing Methods)

web analytics software, (Tracking and Reporting), (Imparting Know-how)

web-based forward-to-friend programs (see F2F programs)

web links (see links)

Web Marketing Today, (Keep Learning)

web pages

differences from email, (An Email is Not a Web Page)
privacy policy, (Opt-in Still Applies)
sweet spots, (Registration Box)

web site

attracting more traffic to your site, (Attracting New Subscribers Using Off-site Tactics)
to grow your email list, (Creating an Online Registration Process)

web site performance metrics, (Web Site Performance Metrics)

landing page visits, (Landing Page Visits)
tracking other page visits, (Tracking Other Page Visits)
visitors beginning the desired action, (Visitors Beginning the Desired Action)

web site registration page, (Selling your Email’s Benefits: the Value Proposition)

design, (Design and Other Tips)

web sites

as sources of rented email lists, (Finding Rental Email Lists)
no contact information on, (Buyer Beware!)
used to gain opt-ins, (Beyond the Data Card)

weight of the email, (Catalog Emails)

Welcome messages, (Welcome Message)

Welcome page, (Welcome Message)

well-designed emails, (Laying the Foundations)

what to do if your email is being blocked, (What to Do if your Email is Being Blocked)

assess the damage, (Assess the Damage)
contact the blocker, (Contact the Blocker)
gather your documentation, (Gather your Documentation)
remain calm, (Remain Calm)

whitelist rules

non-compliance with, (Whitelists)

whitelists, (Whitelists), (Become Whitelisted as Much as Possible)

formal application procedure, (Whitelists)
how to become whitelisted, (How to Become Whitelisted)
sender reputation, (Sender Reputation Whitelists)

whitespace, (Including Whitespace)

word-of-mouth marketing, (What is Viral Marketing?)

word-of-mouth recommendations, (10. Email can be a Viral Marketing Tool)

writing for email, (Writing for Email)

based on inverted pyramid style, (Basing Emails on the Inverted Pyramid Style)
call to action, (Calling Recipients to Action)
keep the paragraphs short, (Keeping your Paragraphs Short)
keep your email under three pages, (Keeping your Email Under Three Pages)
length of email, (Keeping your Email Under Three Pages)
use bullet points, (Using Bullet Points)
use links strategically, (Using Links Strategically)

writing marketing copy, (Keeping your Paragraphs Short)

WYSIWYG programs, (Coding HTML)

Y

Yahoo!, (DomainKeys), (DomainKeys Identified Mail (DKIM))
your contact details in email marketing correspondence, (The Easiest Way to Comply), (Complying with the Law)

Edition:	1st
Price:	$197.00
Pages:	245
ISBN:	978-0-9758419-3-8
Pub:	January 2007

Product Overview

Index

A

B

C

D

E

F

G

H

I

J

K

L

M

N

O

P

Q

R

S

T

U

V

W

Y

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Ron Hellyer, Australia

C Willems - Australia, Australia

KL, Canada

David Honan, United Kingdom

Rebecca Lieb - Clickz.com

David Greiner - Campaign Monitor

Tyler, Switzerland

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