Product Description

The most powerful tool for marketing, branding, direct response, and building customer relationships is email. It′s cheap, easy–to–use, and almost everybody on the Internet has an email address. The only problem is that not everyone knows how to use it correctly. Sending out a bad email not only discourages potential customers but can also damage your brand and your reputation. Written by the leading experts on Internet direct marketing and permission email marketing, this book arms you with the latest email strategies and techniques to help you dramatically improve response rates and forge lasting customer relationships. The authors provide a comprehensive introduction to what email marketing is and how it can be used to reach a larger group of people at a lower cost. You′ll discover the ins and outs of creating an effective email marketing strategy and how it can play a significant role with your customers. And you′ll find a collection of valuable templates that will help you get started immediately!

This book takes you step–by–step through the process of creating a successful permission email marketing campaign. Inside, you′ll learn how to:
∗ Develop a campaign strategy
∗ Write an email masterpiece
∗ Reach your target audience
∗ Enhance a campaign for a better response rate
∗ Measure the success of email marketing strategies
∗ Advertise on other people′s electronic newsletters
∗ Host your own discussion group

Product Details

• Amazon Sales Rank: #420420 in Books
• Published on: 2000-03-20
• Original language: English
• Number of items: 1
• Binding: Paperback
• 320 pages

Amazon.co.uk Review
In these days of fancy, sometimes over-designed Web sites, banner advertising and TV advertising, we often forget that everyone on the Internet has an e-mail address too, and so e-mail has huge potential as a marketing tool. This book aims to remind us of this fact, and that as a cheap, easy to use tool, e-mail can be one of your online business's best assets. The authors are keen to point out that they are not advocating spam (huge numbers of cloned e-mails indiscriminately sent to tens of thousands of people), but targeted, well-constructed marketing messages. To make effective use of e-mail as a marketing tool you need a strategy rather than a splatter gun, and one chapter of the book talks you through the process of designing one.

You also need to know how to write a good e-mail, and one of the book's key sections takes you through the do's and don'ts from the wording of the header right through to how to sign off. Examples from the real world are included so you can see how the big guns do it. Standard e-mails are not your only option, and the book devotes space to alternatives such as e-newsletters and e-promotions. Both can help people feel an affinity with your Web site, while e-promotions offer something free in return for a site visit perhaps money off a purchase for example.

The book explores other avenues too, such as getting mailing lists together, and doing market research to help you improve. Sterne and Priore cover their ground well, write in an easy style, and encourage you to do a lot of thinking for yourself. --Sandra Vogel

Review
"...this book empowers every business..."

"...gives a well–detailed and skillful insight into developing highly cost–effective and personal campaigns" (Marketing, 4th January 2001)

Review
"...this book empowers every business..."

"...gives a well–detailed and skillful insight into developing highly cost–effective and personal campaigns" (Marketing, 4th January 2001)

Customer Reviews

Not bad at all
A brillant book. We used this as a reference to develop a campaign for our site www.promoprintstore.com . The hits just kept coming!!

Excellent hands-on book for aspiring e-mail marketers
Jim Sterne and Anthony Priore provide first-hand, no-nonsense advice on business logic and best practices of e-mail marketing. Finally a book on that topic that goes beyond strategy and vision.