Product Description

If the idea of starting an email marketing campaign overwhelms you, the authors of Email Marketing: An Hour a Day will introduce you to email marketing basics, demonstrate how to manage details and describe how you can track and measure results.  Case studies, step–by–step guides, checklists, quizzes and hands–on tutorials will help you execute an email marketing campaign in just one hour a day.  When you feel comfortable with the basics, learn how to use video and audio enabled email, implement tools like mobile devices and leverage social networks.

Product Details

• Amazon Sales Rank: #115104 in Books
• Published on: 2008-11-21
• Original language: English
• Number of items: 1
• Binding: Paperback
• 312 pages

From the Back Cover
Create Relationships and Revenue with Winning Email Marketing Campaigns

A Step–by–Step Guide

Email delivers significant ROI, increases brand loyalty, and is one of the most powerful tools in your marketing arsenal when used properly. Are you getting the most out of your current efforts? Are your campaigns profitable? Are you building brand equity? Are you integrating campaigns with other channels? Renowned email marketers Jeanniey Mullen and David L. Daniels offer a fresh, insightful look at modern email marketing in today′s customer–centric marketplace. They′ll alert you to the newest concepts, hottest trends, most budget–friendly tools, and best practices—while they help you build, deploy, and manage a smart, day–by–day plan for success.

• Leverage eight different ways to use email for better results

• Use website analytics to improve your email efforts

• Create multichannel marketing strategies from your email database

• Set up high–impact video– and audio–enabled emails

• Develop email strategies for mobile devices and social networks

• Track, measure, analyze, and report your results

• You′ll also find:

• What not to do when you send an email

• Straightforward tools for adding email to your current marketing plan and getting budget approval

• Online resources, cheat sheets, a glossary, and much more

• Real–world "From the Trenches" case studies that illustrate successes to learn from and mistakes to avoid

Praise for Email Marketing: An Hour a Day

"You don′t have to quit your day job to start or radically improve your email marketing program. Just set this book and a decent pen next to wherever you brew your coffee. You and your bottom line will be glad you did."
—Tom Gerace, CEO and founder, Gather.com

"Jeanniey and David have written a book in which the power of email marketing becomes simple to understand and easy to implement."
—Dr. Ramesh A. Lakshmi–Ratan, Executive Vice–President and Chief Operating Officer, Direct Marketing Association

"Common wisdom advises that ′the money is in the list.′ That is absolutely true if you provide the proper experience. This book gives you real–world advice on planning campaigns for maximum impact, how to measure and improve your campaign′s effectiveness, and how to do it based on your budget and resources."
—Bryan Eisenberg, New York Times author of Waiting For Your Cats to Bark

About the Author
Jeanniey Mullen is the Executive Vice President and Chief Marketing Officer for Zinio and VIVmag and is also the founder and Chairperson of the Email Experience Council. She is an expert in the email and online marketing world and has more than two decades of experience helping B2B and B2C clients such as IBM, Yahoo!, and American Express harness the power of a digital dialog to drive revenue, improve brand impact, and enhance customer relationships.

David L. Daniels is a multichannel marketing consultant who has been the leading analyst voice shaping the email marketing industry. David currently serves as Vice President and principal analyst with Forrester Research. Prior to his role as an industry analyst, David held senior level positions at Apple, Urban Outfitters/Anthropologie, MicroWarehouse, Genesis Direct/ProTeam, and CDA Computer Sales.

Customer Reviews

Very Useful Guide
I'm a fairly experienced email marketer so I was looking for a book that took me to the next level. I found it!

After reading it and making notes, I have about 50 points that I can use for my firm and our clients.

Amongst the most useful are:
(1) Click-to-Open indicates the value and effectiveness of the email.
(2) Create 4 buckets for your follow up campaigns eg customers, more engaged, clicked only once, non respondents and treat each group differently.
(3) Calculate an Engagement Metric for your list so you know how it's performing.

I would have liked to see more specific numbers for campaigns, but I understand customer confidentiality often prevents this.

Overall, I would recommend this book to anyone who is involved in email marketing or thinking of getting involved it. You will pick up practical points you can use to improve your results.

eMail Marketing: An Hour a Day
What a dreadful book. It's wordy, long and poorly laid out, with oodles of text rammed in. That's a supreme irony when you consider it is trying to get across the power of email (and giving succinct, relevant messages). You will need a number of hours to get your head around it (i.e. much more than an hour a day!). If there are "nuggets" in there, I'm struggling to find them.