Permission Based E-mail Marketing [Illustrated] [Paperback]

Kim Macpherson (Author)

Book Description

Publication Date: March 19, 2001

To retain customers and solicit new clients, businesses need proven ways to make their products and services stand out. From subject lines that grab attention to detailed ways of calculating return on investment, every aspect of e-mail advertising is detailed in Permission Based E-Mail That Works.

In a clear, lively tone, author and e-mail marketing expert, Kim MacPherson covers the specifics of a new breed in advertising. MacPherson draws from a large pool of material and sources to present a well rounded approach to advertising, including ways ""opt in"" (permission based e-mail) can be used to retain customers and acquire new clients. Creative copy, streaming media, and specialized offers can make your e-mail sing, but the ability to measure various approaches is crucial. By understanding the basics of rented e-mail lists versus in house databases, embedded cookies, and return on investment charts, MacPherson has developed an invaluable guide through the ins and outs of the virtual marketplace.

Product Details

• Paperback: 304 pages
• Publisher: Kaplan Publishing; illustrated edition edition (March 19, 2001)
• Language: English
• ISBN-10: 0793142954
• ISBN-13: 978-0793142958
• Product Dimensions: 8.9 x 7.3 x 0.7 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 4.6 out of 5 stars  See all reviews (15 customer reviews)
• Amazon Best Sellers Rank: #1,215,093 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

32 of 33 people found the following review helpful:

5.0 out of 5 stars Great book on e-mail marketing campaigns, February 28, 2002

By 

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

This review is from: Permission Based E-mail Marketing (Paperback)

Kim MacPherson's book on e-mail marketing is a really good read. This book, along with Seth Godin's Permission Marketing are quite similar and both are very easy to read. If you want to learn more about internet marketing I would highly encourage you to read Seth Godin's book Unleashing the IdeaVirus, which deals with viral marketing in businesses and might help create additional marketing opportunities from the e-mail marketing campaigns you learn to set up with Ms. MacPherson's book.

The book is packed with great tips and advice for those of us just starting down the path of permission email marketing. The case histories of good and bad practices alike provide strong insights on communications and etiquette. Most importantly, this book explains the terms of email marketing and, for someone more experienced, it helps you calculate costs and your ROI (return on investment) from the campaign.

All and all I would highly recommend this book as it is a practical guide for professional marketers and aspiring Internet Entrepreneurs. I've seen a lot of email marketing books, and this is the best how-to book. If you combined this book with the underpinnings you can get from reading Seth Godin's Permission Marketing you will have the subject matter down cold.

16 of 16 people found the following review helpful:

3.0 out of 5 stars Kim **NOW is the perfect time to revise your book**, June 26, 2004

By A Customer

This review is from: Permission Based E-mail Marketing (Paperback)

Time passes and this book now needs to be revised. The
M/s Mac Pherson gives you all the skills you need to
get to the place you should have been two years ago.

For example no mention is made of autoreponders. Today
almost all permission based systems now make use of
autoresponders as an efficient method that ensures
quick replies to new leads and immediately delivers
that special offer, white paper etc.

Also it is rather quaint that there seems to be no
web page associated with the book. A place to log on
to give my permission for the author to send me her
newsletter and receive a personal email from Kim
promoting her new book or on line web conference.

Although squarely based on permission marketing the
word SPAM is treated more as a sick relative rather
than the final attack of an infinity of verbal locusts
hatched for a world without meaning.

Kim, It's time to hide from the family again and
write an all NEW edition on How to do it right today.

20 of 21 people found the following review helpful:

5.0 out of 5 stars A book that you can really use!, March 30, 2001

By 

Buddy Thompson (New York, NY (USA)) - See all my reviews

This review is from: Permission Based E-mail Marketing (Paperback)

Because I'm in the marketing industry, I received an advance copy of this book. Even though I was somewhat skeptical at first, the truth is that I really liked it. This book is full of really useful "how-to" information that you can use to design, test, and implement your own permission-based e-mail marketing campaign. There is a quote on the cover of the book from Seth Godin (whom we all know is the author of best-seller "Permission Marketing"), and this quote probably sums it up best: "Exactly the sort of nuts and bolts details you'll need to implement a Permission Marketing campaign of your own."

Even though I've been in marketing for twenty years, I found this book useful. After all, e-mail marketing is still somewhat new, and us "insiders" can always use a few good tips. However, I also think this book will be useful for the "non-marketer" who perhaps owns or manages a business that is considering e-mail as a tool for acquiring or retaining customers.