TABLE OF CONTENTS Intro By the numbers: what’s it all about? 1. What is marketing's goal? 2. Is email the perfect marketing tool? 3. What's wrong with email? 4. Subscriber engagement: what matters? 5. Building a killer database. 6. Segmenting for relevance. 7. Finding or creating relevant content. 8. The role of email in viral & word of mouth marketing. 9. Analytics that matter. 10. Testing against your goals. 11. Using surveys, forms, & other feedback tools. 12. Triggers, transactions, and integration. 13. Are you a spammer?
