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: #836019 in Books
• Published on: 2000-02-22
• Original language: English
• Binding: Paperback
• 320 pages

From Amazon.com
In these days of fancy, sometimes overdesigned Web sites and banner ads, we often forget e-mail's huge potential for marketing. This book aims to remind us and explains how this cheap, easy-to-use tool can be one of your online business's best assets. The authors are keen to point out they're advocating not spam but rather 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 the book talks you through the process of crafting 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 to signing 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. The first can help people develop an affinity with your Web site, and the second offers something free in return for a site visit--a gift certificate, for example.

The book explores other aspects, too, such as getting mailing lists together and doing market research. Authors Sterne and Priore cover their ground well, write in an easy style, and encourage readers to think for themselves. --Sandra Vogel, Amazon.co.uk

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)

Marketing, 4th January 2001
"...this book empowers every business..." "...gives a well-detailed and skillful insight into developing highly cost-effective and personal campaigns"

Customer Reviews

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I would like to rate the company, not a book.
I ordered a book but was told that it was not available. However ' they would keep my name and would take the money out of my account ' just in case.
I was then informed that the book was no longer available. By this time Amazon had had my money for some weeks. I cancelled the order as it was not longer available and purchased the book elsewhere.
I then received an email some weeks later informing me that the book was now in and would be forwarded to me a.s.a.p.
I SENT SEVEN EMAILS INFORMING THEM THAT THE BOOK WAS NO LONGER REQUIRED.
The book arrived over a week later. It has since been returned and I am waiting for a credit.
Since then I ordered a DVD on 3rd May for a birthday gift. I am still waiting, and yes, the money has been taken out of my account.
How do you contact Amazon. Has anybody ever been successful with a letter or by email.
I no longer have any faith in this company. They still owe me for two items - one I cancelled BEFORE they even had it in stock. The other I am still waiting for.
I wonder is I shall receive a reply to this.

Cerial For Dinner by Kristine Breese
This book is outstanding. It's easy to read and comforting to read about how these women handled their illnesses. Their grit, humor and humanness was inspiring. Kristine Breese is an easy to read and enjoyable writer. This book is a help for the mothers who might have the problem, the relatives of the mothers and anyone who wonders how to help someone we love who is ill.
Eileen Murphy
201 21st Street
Huntington Beach, CA 92648

The nuts and bolts of opt-in e-mail marketing...
"Email Marketing: Using E-Mail to Reach Your Target Audience and Build Customer Relationships" contains a wealth of information on using opt-in e-mail to grow business. It covers the negatives of unsolicited e-mail (or spam) and the positives of opt-in and opt-out e-mailing, crafting an e-mail campaign, writing attention-getting e-mail and testing response to a campaign. It also discusses producing effective e-newsletters and e-promotions, advertising in other people's e-mail and how to use persuasion techniques in messages.

When a Web site offers the opportunity for a person to enter an e-mail address on the company site and receive promotions, newsletters or other information, they are using opt-in e-mailing. Opt-in (or permission based) e-mail advertising, is stressed throughout the book.

"Email Marketing" goes into the nuts and bolts of opt-in to show how to do it well. It is filled with first-hand accounts from a diverse group of companies on how they use opt-in e-mail to stimulate business. The book also shows several Web sites and documents used in direct marketing.

Companies considering the use of e-mail sales messages as a marketing tool to build a client base for their businesses should look at this book first to see how to use e-mail effectively without spamming and hype. "Email Marketing" covers the positives and negatives of using e-mail to capture prospects and customers.

"Email Marketing" is no flimsy tome on spamming. It is a serious attempt to help businesses use the positives of e-mail to increase their customer base. Without using technical jargon, "E-Marketing" covers the thorny problems of setting up e-mail format to relate to many different messaging programs. Reading this book is an excellent first step to create a successful e-mail campaign.