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Successful Email Marketing Strategies Hardcover – Unabridged, March 9, 2009

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Editorial Reviews

About the Author

Arthur Middleton Hughes is one of the acknowledged pioneers of data base marketing with more than twenty-nine years of experience designing and building marketing databases for more than thirty companies, including wireless and wired Telecoms, banks, insurance companies, retailers, automobile, and Internet companies. He is Vice President/Solutions Architect of KnowledgeBase Marketing (http://www.kbm1.com; www.kbm1.com), a subsidiary of Young and Rubicam. Along with frequent articles in leading industry publications, Hughes has published six best-selling marketing books, including Strategic Database Marketing, 3rd ed. (McGraw-Hill, 2006). Hughes also serves as Senior Strategist at e-Dialog, an e-mail communications firm (http://www.e-dialog.com; www.e-dialog.com). In 1993 Hughes founded The Database Marketing Institute, Ltd. (http://www.dbmarketing.com; www.dbmarketing.com), which maintains the Web site (http://www.telecom-marketing.com; www.telecom-marketing.com), where the charts from this book can be found. Hughes is a popular speaker at Telecom, marketing, and economics conferences throughout the world. Arthur Sweetser is Vice President of Marketing for e-Dialog, a major email marketing provider.
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Product Details

  • Hardcover: 395 pages
  • Publisher: Racom Communications; 1st edition (March 9, 2009)
  • Language: English
  • ISBN-10: 1933199164
  • ISBN-13: 978-1933199160
  • Product Dimensions: 6.2 x 1.2 x 9.2 inches
  • Shipping Weight: 1.7 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #1,034,671 in Books (See Top 100 in Books)

More About the Author

I have spent the last 33 years in the direct mail, database and email marketing business working for five companies in this work. I have built marketing databases, determined customer lifetime value, published more than 200 articles (available on my website www.dbmarketing.com), published eleven books, and made more than 300 speeches all over the US, Canada and the world including Japan, Australia, Brazil, Greece. UK, Portugal, Taiwan, Malaysia and Columbia.
My main focus in the past few years has been Email Subscriber Acquisition. I have helped e-DIalog's clients to acquire 78 Million more subscribers in 2010 increasing e-Dialog revenue by more than $8 million.
I read extensively in History, Biography, and Science. I play the piano every night (nothing written after 1950), and play Canasta with my wife Helena every night, where I always lose.
I have four grown children, all married and eight grandchildren.
Poitically, I am a conservative. I think that our government is spending too much, getting us deeply into debt, and fear for the future of the dollar and the US economy. I love America and am so happy to be living in Fort Lauderdale with Helenita.

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Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Katherine Gormally on April 24, 2009
Format: Hardcover
Sending an e-mail is so cheap you might as well send every e-mail to every customer, right? Dead wrong, say the authors of a new book entitled, "Successful E-mail Marketing Strategies: From Hunting to Farming."

They argue that bombarding consumers with e-mail blasts is akin to hunting, in that the marketer is setting traps, hoping to capture new customers. Instead, marketers should adopt a strategy more analogous to farming, cultivating their best customers by sending them relevant e-mails and using e-mails to build a relationship, say the authors, Arthur Middleton Hughes and Arthur Sweetser. Hughes is senior strategist and Sweetser chief marketing officer at e-Dialog, an e-mail service provider that was acquired last year by e-commerce technology provider GSI Commerce Inc.

At one major retailer an e-Dialog analysis found that 1% of the customers on the list accounted for 50% of the revenue from e-mail marketing, Sweetser says. But the retailer was not marketing to those customers differently. And that's not atypical, he says. "Maybe 10% of our e-commerce retailers have messaging tailor to prior purchase and loyal customers," Sweetser says.

For many retailers, only 10% of the individuals on their e-mail lists ever make a purchase, Hughes says. "The 10% who do should be treated like kings," he says. "They're the ones keeping the company going." That includes sending them relevant e-mail, sending birthday greetings and thank-you notes, and encouraging interaction by inviting them to review products they've bought.

Relevance is key, says Hughes, who notes that his wife unsubscribed from e-mails from Macy's--a store she likes to shop at--because she was getting five e-mails a week from the department store chain, most of them irrelevant.
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4 of 4 people found the following review helpful By Amazon Customer on May 19, 2009
Format: Hardcover
I found this book to be very insightful and focused from an email marketing standpoint. It is nice to come across a book that articulates detailed case studies and data analysis that is easy to understand. In today's times, we are bombarded with email messages that are annoying and not very respectful on a daily basis. This book provides a sound foundation for building and cultivating relationships through e-mail.

As a business coach, I feel this is the most important transition to make if you want to maximize your email marketing efforts with better interaction and meaningful dialogue with your prospects.

I really enjoyed the information on "Farming Techniques." I highly recommend this book as it is comprehensive, yet easy to implement the techniques and strategies right into your business now. This is the most up to date book on Email Marketing that I have come across.
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3 of 3 people found the following review helpful By Stephanie Miller on April 9, 2009
Format: Hardcover
This book is for the "thinking" email marketer. If you've got a program up and running and struggle with more predictable optimization... this book has the attitude, data analysis/templates and case studies that help you significantly move the needle on your response and revenues. It's based on the time-tested concept that subscribers will reward you when you respect them: with timely, relelvant and engaging information and offers.

This book helps you plot a course for higher email channel revenue - which is a great investment any time, but especially now. The pressure is on the email and other digital channels to earn higher revenue and ROI. Make your investment wisely.
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1 of 1 people found the following review helpful By Elizabeth Lynch on April 20, 2009
Format: Hardcover
DMNews had this to say about the book:

""Successful E-mail Marketing Strategies," a new book out by Racom Communications by consultant Arthur Middleton Hughes and e-Dialog's Arthur Sweetser, looks at the evolution of e-mail like the evolution of man -from hunting and gathering societies to farming cultures. The book argues that by building out an e-mail program, based on a farming mentality, aka planting seeds, nurturing the crops, etc., that marketers will reap in the harvest.

The book includes tips on campaign performance measurement, data collection, list growth and balancing frequency with profits. It also looks at how to increase retail and catalog sales through transactional and triggered e-mails, and it outlines e-Dialog's own relevance factor. With lots of case studies included, the book aims to show how testing and using analytics can help turn e-mail marketers into farmers."
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