If you don't already have Adobe Acrobat PDF Reader, you can download a FREE copy here. You'll find you'll use it a lot. If you need tothe Zipped version, you'll need to install a program like WinZip. Unfortunately I can't answer questions about these tools. I just don't have the staff.

What I've written comes out of my own struggle to continually improve my own e-mail marketing. I began with Web Marketing Today e-mail newsletter in 1995, and have since launched a number of newsletters, both free and paid. My company's lifeline is e-mail, so I've had to find at least tentative answers for all the problems you're facing.

In this e-book I've gathered together in one accessible, 371-page volume, a practical handbook of information about e-mail marketing strategies and tools that you can either read or dip into as a reference. 

God bless you,
Dr. Ralph F. Wilson
Editor, Web Marketing Today, Doctor Ebiz, and Web Commerce Today
Author, Planning Your Internet Marketing Strategy (John Wiley & Sons, 2002). Recipient, 2000 Tenagra Award for Internet Marketing Excellence

Table of Contents

• Terminology -- Opt-in, opt-out, confirmed or double opt-in
• Why I'm Moving to Double Opt-in Subscriptions
• Taking Privacy Seriously

• Building your business
• Writing the Newsletter
• Writing Newsletter Content
• Using Free Articles for Content
• Make Yourself Do It Regularly
• Frequency for a Newsletter
• Keep Your List Clean
• Archiving Back Issues

• Offer a Compelling Reason
• Provide a Sign-Up Form on Every Webpage
• Use a Pop-Up Box
• Ask for Minimal Information
• Privacy Concerns
• Viral Techniques
• Barter Advertising
• Forms-to-Email Programs

• Recipient Preferences and Programs
• Formatting from a Marketing Perspective
• Multi-Part MIME
• How to Format in Plain Text
• How to Format in HTML
• What Typeface Should You Select?
• Should You Use Columns?
• HTML E-Mail Templates

• Introduction to Listservers
• What is a Listserver?
• Three Categories of Listservers
• HTML and Text Messages
• Using Listservers to Drive E-Mail Discussions
• Comparison Chart of Popular Small Business Desktop E-Mail List Handling Programs
• Survey of E-Mail Marketing Programs
• ASP Hosted Programs
• Desktop Programs
• CGI Programs

• The Importance of the Offer in E-Mail Marketing
• Hucksterism or Good Marketing?
• Writing Grabber E-Mail Subject Lines and Headlines
• Three Functions of the Subject Line
• Writing Effective 2-Line Ads

• The 10 Crucial Elements of an Opt-in E-mail Campaign
• Ten Ways to Keep Your E-mail Marketing Effort From Bombing
• Why Use Opt-In Lists If Spam Is So Cheap?

• What a Sequential Autoresponder Can Accomplish
• How to Write Autoresponder Series
• Recommended Autoresponder Programs

• How I Keep Up with the Deluge of E-Mail
• Sample Boilerplate Responses to Common E-Mail Requests
• Review: Cloudmark SpamNet beta 7d

• Click-through Tracking Methods and Software
• Sales Tracking Methods and Software

• Anti-Spam Approaches -- the Good, the Bad, and the Ugly
• 20 Ways Opt-in E-Mailers Can Outsmart Spam Filters
• Words and Phrases that Trigger Some Spam Filters
• Review: Habeas Sender Warranted Email

• Topica Email Publisher
• Free Listserver ASP Comparison: Yahoo! Groups and Topica Exchange
• Gammadyne Mailer 16.5
• AutoResponse Plus 3.1
• 1ShoppingCart
• Lyris E-Mail List Server 3.5
• Mailloop 5.0
• ProAutoResponder
• Majordomo Newsletters for the Novice

• Nearly 100 pages of brief notes plus candid user feedback on 55 programs, including the good, the bad, and the ugly -- things you need to know before you select a listserver.

• Links to hundreds of articles and resources
• Books on E-Mail Marketing

The e-book contains tons of information that will save you some pretty expensive lessons -- lots of practical know-how, program recommendations, and tips for success. 

When you're in an online business -- or contemplating an Internet venture -- the cost of this e-book is peanuts to the value it will bring you in new business, not to mention tremendous time savings in research and the ability to avoid the pain of costly mistakes.

There are two ways to obtain this book:

Purchase the book for $21.95 -- The kind of knowledge that you pay $21.95 to obtain can be leveraged to earn thousands of dollars as you apply that knowledge to market effectively via e-mail. Purchase now for $21.95
Visa, MasterCard, Amex  PayPal 

OR

• Subscribe -- before the end of December 2003 -- to Web Commerce Today, my premium e-commerce e-mail newsletter, and get this book free plus five others....

  Special if you subscribe to Web Commerce Today before the end of the Month I'll give you six e-books worth $145.25 absolutely free if you subscribe before the end of the month. The 371-page E-Mail Marketing Handbook provides a broad look at all aspects of e-mail marketing -- publishing your own company e-mail newsletter, e-mail promotions, listservers, formatting the e-mail, ad tracking systems, autoresponders, etc. The book also includes detailed reviews of 8 of the most popular e-mail listservers and autoresponders, plus 100 pages of user comments on over 55 e-mail programs. You won't want to even try e-mail marketing before you read this book. I sell this for $21.95. The 213-page Shopping Cart Report is the most comprehensive purchasing guide to e-commerce software ever published. It provides a basic overview, as well as special information on B2B, digital, and members-only e-commerce software. The top eight small to medium business shopping cart programs are compared and contrasted, and many of them reviewed in detail. In addition, you'll find links to online reviews of over 500 e-commerce programs. I sell this for $34.95. My 119-page e-book is A Merchant's Guide to E-Commerce Payment Gateways, a must if you are trying to figure out what payment gateway to get, and how this piece fits with the other pieces of your online venture. In this report I recommend several gateways, and tell you about a total of 90. You also get candid user feedback from 70 readers. I sell this for $29.95. My 108-page "Report on Affiliate Management Software: User Feedback and Editor's Choices" gives candid feedback from 90+ people whose companies manage affiliate programs. Some of what they say is damning, some offers deserved praise. If you're planning to set up an affiliate program, this e-book will guide you -- and perhaps keep you from losing your job from making a wrong decision. I sell it for $22.95 on my website. My 24-page "How to Develop a Landing Page that Closes the Sale" explains how to maximize the effect of your advertising, by pointing to a specific "landing page" that leads the shopper to decide to complete the transaction. This short 24-page book will help you increase your conversion rate substantially. I sell it for $17.50 on my website. My 80-page "10 Steps to E-Business on a Shoestring" helps you see how to envision an e-business, find an unfilled niche, and then develop it a low cost. I tell you where you'll need to spend some money, and where to find low-cost services that can get you started without a high investment. I sell it for $17.95 on my website. But if you subscribe (or renew your subscription) to Web Commerce Today before the end of the month, I'll give you a copy of all six e-books absolutely free. Together they're worth $145.25 -- and if you add in the subscription price of $49.95, the total value is $195.20. But you'll receive the e-books absolutely free when you pay only the subscription price of $49.95 . Don't miss out. Subscribe now!

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