[from Amazon]
The most comprehensive email marketing book from the most prolific email marketing author helps you master the most misunderstood marketing channel. Updated and greatly expanded, the 4th Edition of Email Marketing Rules demystifies this vital channel, guiding you through its complexities to find the best execution for your brand—the one that serves the needs of your business and the needs of your subscribers.

Volume 2 of "Email Marketing Rules" discusses strategic frameworks that help you…
- Understand the channel’s unique quirks, including the strengths and limitations that come from email marketing being granted media (not owned media)
- Grow your audience while safeguarding your email deliverability and following the law
- Collect and use subscriber data to create personalized, segmented, and automated campaigns that connect with subscribers and avoid being creepy
- Measure program success effectively by using each metric appropriately and improving channel attribution accuracy
- Steadily improve your email marketing program through minimum viable launches, incremental improvements, testing, and innovation nurturing
- And much more, including 6 extensive checklists for auditing and optimizing your targeting, acquisition sources, cross-channel synergies, and more