Also includes special features:

"Best Practices for Email Appending" by Dave Best, Director of Marketing, HEP Data Services, Inc.

"The CAN SPAM Act of 2003: A Checklist for Nonprofits," by Senny Boone, Executive Director, Direct Marketing Association Nonprofit Federation

Everything Alumni Relations and Development Professionals Should Know about Email Marketing

Using Email Communications to Build and Manage Alumni and Donor Relations

The cornerstone of any online marketing strategy, email allows schools to communicate with large volumes of alumni in an ongoing, highly personalized and cost-effective manner. Schools must learn how to use email marketing software and techniques effectively to achieve alumni relations and development goals.

Using the Internet for building relationships with your alumni can be highly effective. In this guide, you'll learn about:

List-building tactics
Targeting your audience
Personalizing the message
Privacy
eNewsletters
Viral marketing
Creative ideas for soliciting online donations and growing capital campaigns
Tracking your success
Case studies

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