The first part of the book lays the foundation with a quick survey of the current landscape, key discussions of the five roles of email, an in-depth exploration of the eight core components of a successful email campaign, and a look at the analytics framework. The perfectly paced book then steps readers through all the components of creating a successful strategy, including evaluating tools and resources, budgeting, integrating with other marketing initiatives, acquisition, opt-in processes, tracking, testing, templates, personalization, measuring, and reporting. Once readers understand these essentials, the authors explore video and audio enabled emails, strategies for mobile devices, and how to leverage social networks in their overall email marketing plan.

Full of interesting case studies, step-by-step guides, checklists, quizzes, and hands-on tutorials, this book is sure to help marketers and advertisers at all levels develop, implement, and measure successful email marketing campaigns.