The Essential Guide to: Email Marketing
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The Essential Guide to: Email Marketing
Contents & Contributors
Welcome Dale McCarthy, f2 Network
1.
Introduction: What’s the fuss?
Claire Mula, f2 Network
2.
The role of email in the marketing mix
Kevin Walsh, NetX
3.
The five essential tools for email marketing
Eoin Townsend, DoubleClick
4.
Email marketing and direct marketing
Paul Cross, BLUE Interactive
5.
Essential tips for creating effective emails
Paul Worboys, Tequila\Sydney
6.
Privacy and email marketing in Australia
Simon O’Day, eServices
7.
Getting started
Claire Mula, f2 Network
8.
Case Studies
Voyages Ayres Rock Resort
Sony Playstation.com
Webjet
afr.com (Australian Financial Review)
9.
Dictionary of email jargon
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The Essential Guide to: Email Marketing
Welcome to
The Essential Guide to: Email Marketing
Let’s face it. There have been easier times to be a marketer. The noughties are a time where
marketers are facing more competitors in every category, less time from product concept to launch,
squeezed budgets, greater accountability, media fragmentation, a changing agency landscape and
consumers who are ever-more demanding and increasingly cynical.
Still, it’s one hell of an exciting time to be a marketer.
Then, into this mix comes the Internet, with all its mysteries, complexities and opportunities.
Call it what you will - Internet marketing, interactive marketing, e-marketing, digital marketing,
online marketing. One thing is for sure; its form is as variable and evolving as its name. And the
options it represents can be very confusing for a marketer who’s Palm Pilot is already bursting with
notes to themselves on things they should do, should read, should learn . . .
That’s why we’ve decided to release the first in a series of Essential Guides to Marketing, looking
specifically at Internet-related topics. They are designed to be the ‘Thai Take-Away’ solution to
learning about these new marketing forms.
• Written simply for easy absorption.
• Delivered to your inbox at your request.
• Quickly dige