Table of Contents
Introduction

Chapter 1

The Science and Mechanics of Sending and Receiving Emails

  • This chapter explains how the Internet connects millions of PC, smart phone, and other mobile device users via their Internet Protocol (IP) addresses.
Chapter 2

CAN SPAM Laws, SPAM Filters, Junk Folders, ISPs, and Other Barriers to Email Deliverability

  • Guidelines for when you can and cannot send emails to people whom you do not know—and what you are allowed and not allowed to say in them.
Chapter 3

Anatomy of an Email Message

  • How to create and optimize each element including headline, lead, body copy, bullets, pictures, call to action, hyperlink, other response mechanisms, close, and P.S.
Chapter 4

Optimizing the All-Important “From” and Subject Lines

  • The 3 kinds of “From” lines and when to use each; what works best in subject lines; optimal character count for subject lines; how to A/B split test subject lines for maximum results.
Chapter 5

Rules for Writing Clear, Compelling Emails

  • Similarities and differences between writing a print letter vs. writing an email; principles of composition; choosing the right messaging; making your copy more compelling and persuasive; writing for online readers.
Chapter 6

Email Design Options: Text, HTML, Text in an HTML Shell

  • Pros and cons of text vs. HTML; formatting and design of text emails; designing an HTML email with visuals; advantages of text within an HTML shell.
Chapter 7

Rich Media and Embedded Video

  • Embedding video in your emails including available styles (white board or sketch vs. live footage), equipment needed, and optimal run time.
Chapter 8

Hyperlinks, CTAs (Calls to Action), and Landing Pages

  • Best type of hyperlink (underlined phrase vs. click button), best destination for hyperlinks, most effective CTAs, where in the email body to place hyperlinks, and how to write and design landing pages, registration pages, and other online forms.
Chapter 9

Autoresponders

  • An autoresponder is software that automatically sends out either a single email or a sequence of timed emails, either on a preselected date or triggered by a specific action, such as a consumer filling out a survey or downloading a free e-book, or failure to renew a subscription. The proper use of autoresponders can boost online sales in digital marketing 10% to 30% or more.
The New Email Revolution
Chapter 10

Writing and Publishing an Email Newsletter

  • Naming the newsletter, designing the masthead, coming up with ideas for articles, writing the copy, e-newsletter body design, building a subscription list, handling subscriber complaints, opt-out language and mechanism required, and optimal length, frequency, time of day, and day of week to distribute.
Chapter 11

Personal Emails for Every Occasion

  • Emails for congratulations, condolences, sympathy, get-well-soon, requesting a favor, declining an invitation, letter of complaint, apologies, answering tough questions, giving unsolicited advice, holiday emails, congratulations, giving thanks, and many others.
Chapter 12

Business Emails for Every Occasion

  • Covers many types of business email correspondence including business greetings, post-meeting follow-up emails, cordial contacts, referrals, introductions, copyright violation notices, requesting a meeting, declining an invitation, renewal notices, collections, sales proposals, and dozens more.
Chapter 13

Email Marketing that Sells

  • How to create emails for a wide range of marketing offers including e-commerce, lead generation, upselling, PayPal and credit card orders, webinar invitations, subscription marketing, new product announcements, sales and discount offers, product upgrades, emails to reactivate dormant accounts, and many more.
Chapter 14

The Role of Email in Content Marketing

  • One of the hottest trends in marketing today is to offer free consumer or business information, known as “content.” This chapter shows how to create content that increases response to email marketing campaigns as well as how to drive traffic to your existing content with emails.
Chapter 15

Device-Specific Email Design

  • Rules and guidelines for designing your emails so they are easily readable on a variety of standard web browsers as well as laptops, notebooks, smart phones, and other devices.
Chapter 16

Integrating Email into a Multichannel Communications Program

  • Emails are just one of dozens of communications vehicles available to us in the twenty-first century. But how do you make the decision whether to send an email, make a phone call, send a postal letter, run a banner ad, or hold a Snapchat conference? Here are some of the most effective ways to integrate email into an overall communications or marketing strategy.
Appendix I

Emoticons and Emojis

  • The graphic symbols most commonly used in email and the meaning and appropriate usage of each.
Appendix II

Model Marketing Email Messages

  • A sampling of email marketing messages including the full text of the email, and—where available—the results include open rates, click-through rates, conversion rates, number of units sold, and gross revenues.
Appendix III

Sample E-Newsletters

Appendix IV

Select Email Service Providers

Appendix IV

Select Email Service Providers

Appendix V

Email Marketing Fundamentals at a Glance

BOB BLY

Bob Bly is an independent copywriter, marketing consultant, and internet marketer with nearly 4 decades of experience.

Bob has written copy and consulted for over 100 companies including IBM, AT&T, Medical Economics, Praxair, Ingersoll-Rand, and Agora Publishing.

He is the author of 95 books including The Digital Marketing Handbook and The Marketing Plan Handbook, both from Entrepreneur Press.

His articles have appeared in many publications including Cosmopolitan, Writer’s Digest, City Paper, and Successful Meetings.

Awards include a Gold Echo from the Direct Marketing Association and AWAI Copywriter of the Year. Bob has been interviewed on many radio and TV shows including CBS Hard Copy and CNBC, as well as featured in major media ranging from the New York Post to Nation’s Business.

The New Email Revolution
FREE Sample Chapter gets you started on the road to boosting your email open rates, click-through rates, conversion rates, opt-in e-list, leads, and sales.


“Unlike most books in the marketing genre, this one provides a ton of practical information that can be put to use immediately. The author cuts right to the chase and explains, in step-by-step fashion, how to write persuasive emails and get prospects to open, read, and respond to those emails. He even gives detailed instructions on how to write compelling subject lines in your emails. And, as with all of Bob Bly’s books, his prose is clear and easy to understand. Highly recommended.”
--Robert Ringer