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This course provides hands-on training on all aspects of email marketing, from crafting emails and setting up effective marketing campaigns to managing spam filters and evaluating delivery services. Author Tim Slavin introduces the fundamentals of email marketing, including the differences between HTML email and web pages, how to code emails that display properly on receipt, and ways to stay current with HTML email standards and capabilities. The course includes several project-oriented tutorials on creating multi-column newsletter layouts and multi-product offer emails, and also explains how to automate email creation, test emails prior to delivery, outsource campaigns, and address common coding problems.
If you do decide to go with an email delivery service, here are some things to look for. Pricing, for example. You can either pay by the month, or you can pay by email sent. If you send infrequently, paying by the email sent might be more cost effective. Another question to ask: Do they fire customers for spamming activity? For example, one of my customers uses MailChimp and when they have too many unsubscribes every year or so, MailChimp sends an email to my client alerting them that they have too many unsubscribes for their email newsletters compared to other clients of MailChimp.
Another question to ask: Do they have at least one staff person who actively works with spam blacklists and whitelists? Equally important, can you talk to that person? Do you like their reporting tools? Do you like working with their application, and who are their customers? You might even ask for references if that's important to you.
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