Email Marketing: Using Email to Reach Your Target Audience and Build Customer Relationships (7.5 x 9.25") [Paperback]

Jim Sterne (Author), Anthony Priore (Author)

Book Description

ISBN-10: 0471383090 | ISBN-13: 978-0471383093 | Publication Date: March 7, 2000 | Edition: 1

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

Editorial Reviews

Amazon.com Review

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)

See all Editorial Reviews

Product Details

• Paperback: 320 pages
• Publisher: Wiley; 1 edition (March 7, 2000)
• Language: English
• ISBN-10: 0471383090
• ISBN-13: 978-0471383093
• Product Dimensions: 9.2 x 7.5 x 0.8 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 3.1 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #1,796,927 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

22 of 25 people found the following review helpful:

5.0 out of 5 stars The perfect tactical companion, April 19, 2000

By 

Seth Godin "Seth Godin" (Irvington, NY USA) - See all my reviews

This review is from: Email Marketing: Using Email to Reach Your Target Audience and Build Customer Relationships (7.5 x 9.25") (Paperback)

Jim Sterne has written a book that every single email marketer MUST read. No jargon, no hype, no sales pitch. Just the facts. And lots of them!

Chock full of examples and screen shots, this is the book that people who read Permission Marketing keep asking me to write. Now I don't have to. Thanks, Jim, for doing it for me.

15 of 17 people found the following review helpful:

4.0 out of 5 stars Must read before sending out your 1st email, August 30, 2000

By 

Wilfred van der Deijl (Monster, The Netherlands) - See all my reviews

This review is from: Email Marketing: Using Email to Reach Your Target Audience and Build Customer Relationships (7.5 x 9.25") (Paperback)

This book gives some handy guidelines as to what to do (and more important: what NOT to do) with email campaigns. Although the book keeps telling you to use a particular opt-in email list (it almost looks like the author has some stock in this list), it's a very useful book to start with. It will not give any technical details on how to realize an email campaign, but there are other books about this subject.

Prior to reading this book I did not have a lot of experience with Email Marketing (other then a "victim"). I would really advice anyone in this situation to read this book before sending out any email. It really got me started on the subject and I know ordered several other books for a more detailed discussion of several aspects.

There is some discussion about how to answer email send to you. However, most of the book is focussed on sending out (batches of) emails to you clients/prospects to get them to do something (most of the time visit your website or place an order)

This books is a real *must* read for anybody wanting to use email as a marketing tool. It will prevent you from making numerous of costly mistakes and it will give you plenty of tips and hints you probably didn't think off.

14 of 16 people found the following review helpful:

1.0 out of 5 stars Seemed like an infomercial, July 7, 2000

By 

"jjjjjjjj" (San Francisco, CA USA) - See all my reviews

This review is from: Email Marketing: Using Email to Reach Your Target Audience and Build Customer Relationships (7.5 x 9.25") (Paperback)

In many ways, this book reads more as a promotional brochure than a how-to book. I am convinced that the authors are either founders of, or shareholders in, one of the "opt-in" email list providers that they constantly plug throughout the book. On a more tactical level, the book is squarely targeted at absolute beginners, and didn't provide the level of guidance that I had hoped for.