Here is an excellent blog entry written by James Brennan of Zehnder Communications. Zehnder is a full service advertising agency that provided us with a number of ads for this textbook. Some of the agency’s clients featured in this book are JD Bank, Gulf Coast Seafood, and Visit South Walton.

The Inbox is a Battefield: Here’s How to Win

Discussion Questions:

  1. What three primary methods does Zehnder Communications suggest for analyzing email campaigns? Why are these three critical to measure?
  2. Why is your email box referred to as a battlefield in this blog? Would you agree or disagree with this premise? Why?
  3. Based on this article, identify some basic rules for creating good marketing emails. Discuss why each is important.

About Dr. Ken Clow

Co-author of textbook.

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