Contents
Part 1
What Everyone Should Know About Email
Chapter 1
Email Still Matters
Chapter 2
You’ve Got Mail! A Trip Down Memory Lane
Chapter 3
The Anatomy of an Email and Email Environments
Chapter 4
The Metrics of Email Marketing
Part 2
Email Marketing Strategy
Chapter 5
Consumer Decision Making and the Role of Email
Chapter 6
Making a List That Is Worth Its Weight in Gold
Chapter 7
Optimizing Emails and A/B Testing
Part 3
Beyond the Basics of Email
Chapter 8
The Personalities of Email Users
Chapter 9
Social Media and Email: Friend, Ally, or Frenemy?
Chapter 10
Integrating Email with Big Data
Index