Marketing With Email [Paperback]

Shannon Kinnard (Author)

Book Description

Publication Date: October 1999

Provides detailed advice on how to expand and improve marketing opportunities, communications, and on-line relationships with this valuable tool. Presents a step-by-step process of creating and implementing an e-mail marketing plan for your specific needs. Softcover. DLC: Internet marketing.

Editorial Reviews

Review

". . . I'm very impressed . . . I believe her readers will find this book both very helpful and very efficient . . ." -- Ben Dyer, Intellimedia Commerce

". . . Useful case studies, lists of resources and 'Cheat Sheets' make her tips easy to implement." -- Karen Axelton, Managing Editor, Business Start Ups magazine

About the Author

Shannon Kinnard holds a BA in English and an MA in Mass Communications from the University of Florida. Ms. Kinnard is currently a consultant through her company, Idea Station, for numerous online newsletters, including MindSpring Enterprises and Microsoft Southeast. Shannon is on the board of directors for both the Southeastern Software Association and the Atlanta Interactive Marketing Association. She is a columnist for Entrepreneur magazine's Business Start-Up, and Digitalsouth magazine covering topics that include marketing, technology, and the Internet. She resides in Decatur, Georgia.

Product Details

• Paperback: 250 pages
• Publisher: Maximum Pr; 1st edition (October 1999)
• Language: English
• ISBN-10: 1885068409
• ISBN-13: 978-1885068408
• Product Dimensions: 8.8 x 7 x 0.9 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 4.9 out of 5 stars  See all reviews (14 customer reviews)
• Amazon Best Sellers Rank: #1,996,244 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

16 of 18 people found the following review helpful:

5.0 out of 5 stars The Best Introduction to Low-Cost, Ethical E-Mail Marketing!, September 4, 2000

By 

Donald Mitchell "Jesus Loves You!" (Thanks for Providing My Reviews over 109,000 Helpful Votes Globally) - See all my reviews
(VINE VOICE)    (HALL OF FAME REVIEWER)    (TOP 100 REVIEWER)   

This review is from: Marketing With Email (Paperback)

I picked up this book because I have always found e-mail to be an effective way to begin and develop relationships with interesting people I would never have otherwise met. That's one of the many reasons I like to write reviews on Amazon.com. Since most books about the Internet are extremely simple and out-of-date, I had low expectations. Imagine how pleased I was when I discovered that this book not only answered many of my questions (such as how to get started with e-mailing to opt-in lists of people who have given permission to be contacted with information in certain subject areas) but also provided information that I did not imagine existed (such as sites for posting e-mail press releases and statements of competency to reach the media). Best of all, the ideas here take little capital and expertise so most people who are active on the Internet can use them.

Here is the table of contents to give you a sense of how the book is organized:

Chapter 1: E-Mail Newsletters

Chapter 2: Discussion Lists

Chapter 3: Online Networking

Chapter 4: Signature Files

Chapter 5: Autoresponders

Chapter 6: Customer Relationship Management

Chapter 7: Promotions and Direct E-Mail

Chapter 8: Online Public Relations

Chapter 9: Advertising in E-Publications

Chapter 10: E-Mail Marketing Rulebook

Chapter 11: Technical Know-How

Chapter 12: Measuring Results

Chapter 13: Opt-In List Brokering

Chapter 14: Worksheets

Chapter 15: 20 Recommended E-Mail Publications

As a result of reading this book, I began to wonder if I should also offer a free e-mail newsletter of more analytical and detailed book reviews covering those books I like best, with the reviews organized to be easier to access. Your opinions on that subject are most welcome!

The technical support in the book can save you some money on implementing by allowing you to do more of the work yourself. You are also directed to examples and organizations that can help you. I wrote down more than 30 web sites I want to investigate as a result of reading this book. That's about 27 more than I got out of the last 400 books I have read.

Another positive feature of the book is that it is anti-Spam. If you are like me, you get about 40 Spam messages a day that have no connection to any interest you have and seem to be created by people with little talent. One reason I have been slow to use more e-mail marketing is because I am very anti-Spam and didn't want to become a Spammer even by accident.

The best advice from the book is to build your own lists from people who reply to you and give you permission to contact them again, and use those to establish and maintain mutually supportive relationships. That makes sense to me. My web designer has been urging me on with this idea for years, but I never quite got the point before. Now I see what I should be doing. Even though I have read and liked Permission Marketing, the idea just hadn't clicked before.

Even if you don't plan to do e-mail mass marketing, the ideas in here for online public relations will make the book valuable all by themselves.

The authors also offer you access to their web site for more information and help.

A revised edition is planned for a few weeks from now, and I suspect that it would be a good idea to see what is in that edition as well. I wouldn't wait for that one, however, to get started. You can make significant progress in the meantime with this edition.

After you have finished reading this book, ask yourself what is the one thing you could do today that would help get valuable knowledge out to those who need it most. Then take that action. I also urge you to make that question and action step a daily process thereafter. This book should make you very capable of doing this!

7 of 7 people found the following review helpful:

5.0 out of 5 stars An Internet Marketing Classic - Essential, June 7, 2000

By 

S Bishop (Midwest USA) - See all my reviews

This review is from: Marketing With Email (Paperback)

I perused all the books at the store before choosing Shannon's. I was looking for an internet marketing book that focused exclusively and in-depth on e-mail. Nothing else was even a close second. Each chapter is really a book in itself, and you learn incrementally, chapter by chapter, about the subject.

7 of 7 people found the following review helpful:

5.0 out of 5 stars Indispensable! I use it all the time as a great resource, April 20, 2000

By 

Cynthia Frisina Gray (Atlanta, Georgia) - See all my reviews

This review is from: Marketing With Email (Paperback)

I thought I knew a lot about email marketing after working the Internet space for 4 years - but the minute I opened this book I learned new applications to consider. The resources listed are extremely helpful.....I've recommended this book to many "experts" and "novices" alike and gave one to each person on our staff. A big thumbs up!

Cindy Gray....president, emediagroup.net