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EMAIL MARKETING A MAILCHIMP FIELD GUIDE

Marketing research is used extensively by destination marketers to identify the types of customers that can be attracted (active demand), as well as the prospective visitors (suppressed demand) who do not visit for a variety of reasons (Athiyaman, 1997). Approaching the right target market and providing the most appropriate combination of local tourism products and services is the secret for successful destinations. Product design and formulation should therefore be based on research (Baker et al, 1994; Ritchie, 1996, Calantone and Mazanec, 1991;Hu and Ritchie,1993). As tourism bundles are formulated ad-hoc to satisfy specific consumer requests, a dynamic marketing research process. | field guide to email marketing TABLE OF CONTENTS About the Fourth Edition.2 HOW HTML EMAIL WORKS.4 The Multipart Alternative MIME format.4 Image Files in HTML email.4 Delivering HTML email.5 DESIGNING AND CODING.7 Design guidelines.8 CSS in HTML email.10 ANATOMY OF A GOOD HTML EMAIL NEWSLETTER.13 Plain-text email.15 COMMON MISTAKES TO AVOID.17 DESIGNING AROUND SPAM FILTERS.20 How anti-spam systems work.20 Tactics for avoiding spam filters.23 TESTING AND TROUBLESHOOTING YOUR EMAIL DESIGNS.25 Testing in browser-based email services.28 EMAIL MARKETING BASICS AND BEST PRACTICES.32 The Definition of Spam.32 Royal Screw-ups to avoid.33 Double opt-in.37 MEASURING PERFORMANCE.38 Open rates.38 Click rates.39 Unsubscribe rates bouncebacks.40 Traffic to your website.41 Signups since last campaign.42 WRAPPING UP.43 Checklist Your first email campign.43 RESOURCES.47 HELLO You don t have to be a professional web designer to use this guide but a little HTML knowledge will help. First we ll cover all the basics like how HTML email works and why it always seems to break when you try to send it yourself . Then we ll get into the technical stuff like how to design and code your HTML email. Finally we ll run through email-marketing best practices for list management deliverability and measuring performance. If any of your questions aren t addressed here feel free to contact our support staff at mailchimp.com support. We ll be happy to assist you. About the Fourth Edition According to our server logs this guide has been downloaded a few hundred thousand times since we first wrote it in 2001. We hope it s helped a few people out there get their email marketing off to a good start. We wrote the first edition because back then you had to know a lot of technical stuff before you could get into email marketing. Email marketers were jacks-of-all-trades designing their emails coding them into HTML setting tracking links and images managing bounces and setting up databases on their websites. .