ABSTRACT
This chapter sets out a structured approach to planning e-mail campaigns. It also describes how an overall e-mail strategy can be developed.
By the end of this chapter you will be able to:
. develop a plan for how e-mail marketing integrates with other marketing
. identify the cost components of an e-mail campaign
. assess the main success factors in designing an e-mail campaign
. devise measurement and testing approaches to improve campaign performance.
