In just a few short years, email marketing has become the main ingredient in most modern marketing plans. The reason for this is simple: the ROI (Return On Investment) for email marketing is $57.25 for every dollar spent, according to a study by the Direct Marketing Association. That’s double the ROI of other online marketing tactics. Marketers are not expected to slow their spending on email marketing anytime soon. According to Jupiter Research, email marketing spending will grow to $2.5 billion by 2020 from $885 million in 2005, increasing at a compounded annual rate of more than 4.5 percent. Where will marketers spend their email dollars?

• Retention email makes up the greatest share of the email market, reaching $577 million by 2010.
• Acquisition email, which includes newsletters, appends, and registrations, will grow 4 percent annually to $850 million by 2020. • B2C email marketing will grow 5 percent annually to $897 million by 2020.
• B2B email marketing will grow 2.4 percent annually to $506 million by 2020.

Email marketing has been growing for several reasons. Most importantly, the tools have been getting better and best practices have been established. This book is a compilation of best practices applicable to email marketers just starting out as well as those who need a refresher. The advice takes you from the initial steps of setting an email marketing strategy, to creative tips and to getting the most out of your email through effective testing. These best practices are the same insights we have been sharing with our customers for years. Now we are sharing them with you. Of course, if you’d like to know more about becoming a member of The Programming Tent family of customers, we’d be happy to talk with you about that as well.

Please visit our website at www.programmingtent.com.ng for more information about our company.