The Engaged Customer : The New Rules of Internet Direct Marketing [Hardcover]

Hans Peter Brondmo (Author), Geoffrey Moore (Author)

Book Description

Publication Date: November 7, 2000

The first book to show you precisely how to master e-mail marketing and build lasting, profitable, one-on-one relationships with your customers.

Editorial Reviews

Amazon.com Review

Observers of the Net have long considered e-mail the medium's killer application. The Eng@ged Customer, by Hans Peter Brondmo, shows why this may be even more relevant for e-commerce endeavors of the future--and sets out various ways that it can be utilized to develop "profitable, loyal and engaged" consumers today. "Whether you're sending individual customers their stock portfolio update at the end of each trading day, writing a gossip column on the music industry, sending special offers or promotions, publishing an industry newsletter, sending a purchase confirmation, or running a gift reminder-and-product-suggestion service, e-mail marketing can do the job," writes Brondmo, founder of a firm that has helped design and implement such programs for companies ranging from Amtrak to Victoria's Secret. A section illustrating how e-mail can foster the "age-old principles [of] personal service and communication" to more fully engage customers, and one with speculations on the future implications of the practice, are sandwiched around the meat of Brondmo's book: specifics on using e-mail to acquire, convert, and retain real business. The highly detailed advice, consistently delivered with the necessary sensitivity to spam, privacy, and other concerns, should prove instructive to executives and managers at every level. --Howard Rothman

From Publishers Weekly

In this valuable guide to niche marketing, Brondmo, the head of an Internet direct marketing firm, leads readers step by step through preparing for and launching an e-mail campaign. To his credit, he addresses both strategyAhow a direct mail campaign should fit into a company's overall marketing effortsAand specific tactics for implementing it. (For example, it's best to first ask potential customers if they want to hear about a product, to avoid flooding them with messages if they say yes and to customize the e-mail as much as possible.) He even shows the reader sample marketing copy as well as how to determine exactly how successful a campaign has been. While Brondmo's writing tends to be flat, he provides enough potent images to keep readers engaged, as when he encourages Internet marketers to try to replicate the approach of the old-time shopkeeper who truly knew his customers. (Nov.)
Copyright 2000 Reed Business Information, Inc.

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Product Details

• Hardcover: 288 pages
• Publisher: HarperBusiness; 1st edition (November 7, 2000)
• Language: English
• ISBN-10: 0066620783
• ISBN-13: 978-0066620787
• Product Dimensions: 9.3 x 6.3 x 0.9 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 4.4 out of 5 stars  See all reviews (14 customer reviews)
• Amazon Best Sellers Rank: #2,776,874 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

11 of 11 people found the following review helpful:

3.0 out of 5 stars This books wraps up other online marketing concepts., December 20, 2001

By 

Dan E. Ross "Dan Ross" (Frisco, Tx USA) - See all my reviews
(REAL NAME)   

This review is from: The Engaged Customer : The New Rules of Internet Direct Marketing (Hardcover)

I have read many books on e-mail strategies, viral marketing and permission-based marketing and this one makes the cut.

I figured by reading the book I would get some pretty good analysis of what it takes to run a good e-mail marketing campaign, the pros and cons of various strategies (in house vs. outsourcing) and some "big picture" issues to deal with. The author delivered on that but I wish he had some # crunching and data analysis in it.

If you have read about permission based marketing and viral marketing this is a book that will help to "pull it all together." While some concepts will have been covered by then I know it has helped me in pulling together a strategy long-term for a few websites I want to rollout in the next few years.

Good books to read about viral marketing, in order of preference, are (1) Seth Godin and Permission Marketing (2) Malcolm Gladwell's The Tipping Point and (3) Emanueul Rosen's Anatomy of a Buzz. Kim McPherson's E-mail Strategies That Work book is a good book on e-mail campaigns.

7 of 7 people found the following review helpful:

5.0 out of 5 stars Concise, readable & insightfully practical, April 27, 2001

By 

C Deans (England) - See all my reviews

This review is from: The Engaged Customer : The New Rules of Internet Direct Marketing (Hardcover)

This book is an unexpected surprise. It is packed full of strategic and tactical insights that come from actually having done it with clients, rather than just "logically theoretical".

It presents an integrated approach to email RELATIONSHIP marketing (emphasis on relationship, rather than merely email marketing) without losing sight of marketing thinking in other areas and the role of alternative channels in creating synergies.

With the case studies to back up a lot of the areas, it is not surprising that the author can provide a credible implementation and operations framework -- with considerations to planning & decision making, competencies, role, resources, costs, product service suppliers/vendors to develop this capability, etc.

Overall, I found the book highly readable with examples of real life case studies that supported the points presented.

7 of 7 people found the following review helpful:

5.0 out of 5 stars Indispensable!, February 9, 2001

By 

Gabriel Torres (Reno, NV, USA) - See all my reviews
(REAL NAME)   

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This review is from: The Engaged Customer : The New Rules of Internet Direct Marketing (Hardcover)

This book revises the direct marketing concepts for the Internet. Based on the excelent Seth Godin's book Permission Marketing (by the way, another must-have), Hans Brondmo explores how to use the e-mail as a powerful marketing tool, in order to obtain high return rates with your on-line campaings. Obvisously this book is not about spam -- which is severely criticized at this book and at other books about this subject, like Permission Marketing -- but about e-mails that your clients ask for (opt-in).