Email Marketing By the Numbers: How to Use the World's Greatest Marketing Tool to Take Any Organization to the Next Level [Hardcover]

Chris Baggott (Author), Ali Sales (Contributor)

Book Description

Publication Date: April 20, 2007

Praise for EMAIL MARKETING by the NUM8ERS

"At last-a book that marketers can use to gain real respect from CFOs and CEOs who care about the bottom line. Baggott, author of the award-winning blog 'Email Marketing Best Practices,' clearly explains how to make your campaigns perform measurably better. The secret's in your test results."
—Anne Holland, President, MarketingSherpa

"Despite its proven power, email marketing receives a fraction of the attention given to other, fancier media. This week you'll probably hear far more about mobile videocasting (or some such fashion) than you will about email marketing. You can help correct this imbalance by reading this book."
—Rory Sutherland, Vice Chairman, Ogilvy Group, London, UK

"Baggott's wonderful new direct marketing book is loaded with practical advice and recommendations from some of the best minds in the industry. Email Marketing by the Numbers should be read by everyone in the industry who wants to profit from acquiring and retaining customers."
—Arthur Middleton Hughes, Vice President/Solutions Architect, Knowledge Base Marketing, and author of Strategic Database Marketing

"Amidst the confusion and changing landscape of the Web, Baggott is one of the clear thinkers who can cut through the hype and help you understand how to drive revenues through the use of marketing technology."
—Scott Burkey, Business Development Executive, Definition 6

"Baggott is the ultimate Web 2.0 entrepreneur who takes Email 2.0 to a new level. In Email Marketing by the Numbers, he gives marketers instructions for creating one-to-one conversations with prospects and customers. This book should be on the desk of every marketer in every company, big or small."
—Scott Maxwell, founder, OpenView Venture Partners

Editorial Reviews

Review

"I would challenge anyone...not to gain something from reading this book."  (Marketing Direct, January 2008)

From the Inside Flap

Marketers, it's time to let go. Say goodbye to short-term customer relationships, intangibles, and opinions. You can't trust your gut or rely on intuition anymore. The new era of marketing is here; and it's based on data, analysis, and what people actually do rather than what they say.

Email Marketing by the Numbers applies such modern marketing principles to the world's greatest marketing tool—permission email. Email marketing expert Chris Baggott reveals what works, what doesn't, and how to leverage the power of email to accomplish all of your goals.

Are you ready to create better relationships with your customers and prospects? Are you ready to take advantage of email's affordability, interactivity, and targeting capabilities? Whether you work for a mom-and-pop shop or a megacorporation, the tactics here will take your email marketing program to a higher level. Baggott explains how to:

• Speak to your audience as individuals

• Spark and maintain subscriber engagement

• Build a database of quality addresses

• Segment an audience based on data

• Find and create relevant content

• Combine email with viral and word-of-mouth marketing strategies

• Use surveys, forms, and other feedback tools

• Keep your email program legitimate and spam-free

With case studies, proven tactics, and additional secrets from more than twenty professional marketers from around the world, Email Marketing by the Numbers is the perfect marketing guide for any organization.

See all Editorial Reviews

Product Details

• Hardcover: 304 pages
• Publisher: Wiley; 1 edition (April 20, 2007)
• Language: English
• ISBN-10: 0470122455
• ISBN-13: 978-0470122457
• Product Dimensions: 6.2 x 1 x 9.2 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (46 customer reviews)
• Amazon Best Sellers Rank: #175,274 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

24 of 25 people found the following review helpful

5.0 out of 5 stars The Best Book On Email Marketing On The Market April 5, 2008

By M. Dalonzo

Format:Hardcover

I have been making an awesome living for the past 5 years using the internet and creating databases of customers for my company and interacting with them is the oxygen to my revenue stream.

As much as I think myself as a well read web guy, this book not only schooled me about how to grow my customer list but the most important aspect is what to say to your customer's, much like a nerdy guy needs help on a first date with pretty girl and keeping her interested long after.

There aren'y many great books that will:

1. Be brutally honest on what it takes to make money on the Net
2. Actually give you a hype free(hear me, Joe Vitale and others) hand held instructions on being effective using the internet/email to market your business profitably.

My book has been ear-marked, written in, and full of side notes that I may need another copy. This is when you know the book is great and worth your hard earned money.

Thanks for opening my eyes and teaching me what I thought I knew.

10 of 10 people found the following review helpful

5.0 out of 5 stars This book will show you how to be more effective May 2, 2007

By Ronald Mcdaniel

Format:Hardcover

I have done email marketing for a long time, but this book really goes through the broad range of issues around being more effective with email marketing. I learned a lot and have made it a must read for our staff that is involved in marketing as well.

The key is to understand the bigger picture. Anyone can assemble a list of emails and blast out an HTML email message to them. But can they build a complete strategy around creating stronger relationships and taking advantage of opportunities most companies miss? If you read this book, you will be able to do just that.

9 of 10 people found the following review helpful

5.0 out of 5 stars Thoroughly Covers the Most Important Email Marketing Topics December 25, 2007

By R. Brennan Knotts

Format:Hardcover

The challenge when purchasing "how to" business books is finding the book that fits your level of advancement. A book that's too detailed and advanced is just as useless as one that's too basic and general.

I found "Email Marketing by the Numbers" to be the perfect blend for my organization, Cantaloupe.TV. We've been doing email marketing for about 2 years and for us the book provided a satisfactory introduction to the most important email marketing topics (i.e. if you just focused on and mastered these areas you're well above average) but it also had plenty of information for us to grow into (i.e. we're probably 6-24 months away from implementing many best practices).

If you're already doing Taguchi testing to optimize your email templates, you'll learn something from "By the Numbers" but it's likely not going to take your organization to its "next level"; however, I would still argue it has value for any individual wanting to learn the complete email marketing picture. This book is a fantastic guide, with actionable advice for mastering email marketing best practices.

P.S. My organization does mostly b2b marketing and the fact that the book sometimes uses b2c examples did not detract from the relevancy of the lessons.