TABLE OF CONTENTS MailChimp（目录MailChimp的）.pdfVIP

fieldguidetoemailmarketing TABLE OF CONTENTS About the Fourth Edition 2 HOW HTML EMAIL WORKS4 The Multipart/Alternative MIME format 4 Image Files in HTML email4 Delivering HTML email 5 DESIGNING AND CODING7 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 campaign42 WRAPPING UP43 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 /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