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8 of 9 people found the following review helpful
on February 26, 2010
I consider myself one step above a novice, and I did not learn much from this book. If you have a basic understanding of how email works and the issues with SPAM and list management, then I would recommend skipping this book. This book is definitely not a "Complete Guide". You will need to do a lot more research and studying before you launch your first campaign / mailing. A big hole in this book is that there is almost no discussion of the issue of / and solutions to sending emails into the major ISPs. There is a lot you will need to understand and do prior to sending emails into the major ISPs. On a positive note, if you are completely new to the field, then this might be a useful introduction. The book is well written and is a quick read.
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12 of 15 people found the following review helpful
on October 3, 2007
The Complete Guide to Email Marketing is exactly what its title states: a complete reference guide for those looking to use email marketing. Written with the small business owner in mind, this book provides all of the tools necessary to plan, test and implement a successful email marketing campaign while avoiding spam filters and offending potential customers.

The Complete Guide to Email Marketing offers a broad introduction to email marketing while remaining comprehensive. It runs through the basic components of an email campaign, shares the types of businesses email marketing will NOT work for (Very Helpful!) and prepares the reader for what is required to create and maintain an effective email address database. Of special note is the information devoted to Search Engine Optimization (SEO). SEO has become such a buzz word among web developers and site managers that it was refreshing to have the basic techniques and requirements explained in clear language.

The only downside to this book is its sheer size. For the busy small business owner, forced to wear a myriad of hats on a daily basis, this book may have too much information. While the background information is a helpful and extensive resource, it may overwhelm a reader just looking for the tools to run a successful and legal email campaign.

On the whole, The Complete Guide to Email Marketing is an essential resource for anyone doing business online. Though it requires a little work, a successful email campaign can be the keystone of business growth.
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3 of 3 people found the following review helpful
on April 15, 2009
I am working to set up an email marketing program for our company. This book really gives a very complete, step-by-step plan for creating an email program. I have read a few books on email, and this is the most complete and detaailed and understaandable explaination of how to do it.
This is the best book on the subject.
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2 of 2 people found the following review helpful
on January 29, 2010
"The Complete Guide to E-mail Marketing" is a good introduction to getting your marketing message out if you are new to using the web and internet promotions.
The first few chapters of the book spend too much time explaining things that are pretty common. The second half of the book, though, makes up for this. Bruce C. Brown offers a variety of great tips for creating and making the best use of an e-mail marketing campaign.
The highlights of the book included information on how to create a targeted e-mail list and the technical aspects of e-mail marketing - things that are easy to overlook when starting a new marketing process.
Some of the chapters are a bit wordy, but this book would serve as a great reference to someone with a small business and little marketing experience.
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1 of 1 people found the following review helpful
on January 29, 2010
Bruce Brown is an experienced email marketer with a lot to teach a beginner. This guide doesn't assume that the reader has experience, though; instead, Brown takes the time to define terms and explain how the process of email marketing works--and doesn't work. He even includes case studies later in the book to show exactly what the true potential of this technique really is.

The book is easy to read, too. A clear table of contents provides an excellent starting place, but the whole book is laid out in direct language (not insider or technical language), with many bullet points, graphics and insets that make information easy to find and to read. The reader can easily find and absorb what he or she needs.

One of the most important things this e-book does is to thoroughly explore the differences between email marketing and spam. Brown has a clear grasp of the history, legislation, and effectiveness of both email marketing and spam, and is strongly committed to teaching others how to do it right--to market effectively while avoiding spam altogether. A new marketer should definitely take the time to read those sections and learn the very important differences between the two.

In fact, one of the most admirable elements of this book is the high ethical standards Brown insists upon at every step. He insists up on things like, "You are not supposed to send information that your email list will have no valuable use for," (p 42). Pages 36-37 include a bulleted list of ways in which email marketing should never be used because it would beb unethical.

The information in this book is valuable, but it's the user-friendly layout and high ethical standards that earn this book 5/5 stars.
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1 of 1 people found the following review helpful
on February 23, 2010
Author Bruce C. Brown has done the reader a great service in his book "The Complete Guide to E-mail Marketing." This practical and detailed guide to one of the Information Age's premier marketing tools helps demystify the mysteries surrounding it. Although written in a style that is easily accessible for the beginner, the book provides valuable information for anyone, even the most experienced entrepreneur, who wishes to improve his product's visibility.

One of the strengths of Brown's approach to the subject is his organization. The chapters and topics within them are grouped in such a way that the reader almost feels like he is following a step-by-step approach to a marketing campaign with enough detailed groundwork inserted along the way to keep him from stumbling. Especially useful are the case studies used to illustrate the subject matter in real-life situations. I also have to commend the author for carefully pointing out the pitfalls beginners often fall into such as spamming. Equally helpful is the reminder to conduct your business with integrity by quickly honoring requests by receivers of your campaign's e-mails to be removed from your list.

Brown has given us more than a one-time read. Instead, he has provided all of us who have an online presence with a valuable resource that we can turn to again and again.

Rating: 5 stars
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3 of 4 people found the following review helpful
on January 4, 2010
Bruce C. Brown's The Complete Guide to E-Mail Marketing is a comprehensive informative guide for those who are already comfortable using e-mail marketing in their businesses. I consider it a background book for those who are familiar with the territory and who possess a good understanding of how internet marketing works. If you are running a business and are familiar with the difference between HTML and text e-mail then this book should confirm what you already know. It addresses certain issues such as spam, opting in and out, search engine optimization, targeting and segmenting the audience and most importantly legal issues associated with e-mail marketing.
The section on segmentation of e-mails was particularly interesting because it demonstrated how to target an audience. Brown says, "Targeting allows you to narrow the recipient list to those who you think will have the most interest and are most likely to respond to your e-mail (102)." The sections on the history of e-mail and the case studies also strengthened the overall work. Nonetheless, the small business owner desirous of hands on step by step help will have to go elsewhere due to the fact that templates are not provided. In fact one runs into a list of stipulations and is directed to a list of web sites in the chapter dealing with how to write an effective e-mail. This may be sufficient for some, but frustrating for the novice and uninitiated.
The introduction, case studies , helpful web sites and search engines, and history were the high points and the realization that one might have to hire a consultant and engage in more research in order to actually launch an effective e-mail campaign were the most immediate drawbacks. The frequent digressions and first person interjections were also distracting. I give it four out of five stars.
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1 of 1 people found the following review helpful
on December 19, 2009
This book should be the Bible for anyone seeking to market their business or products through the use of e-mail. While the average business owner doesn't have the computer savvy to go it completely alone, this book explains all the options: software programs, all-in-one providers and other e-mail marketing possibilities. The advice in the book is well-organized, simple and clear. In short, this is a good book for the beginner or those who are not satisfied with their current e-mail marketing campaign.

The entrepreneur gets more than guidance on software and e-mail solution providers though. You get specific recommendations about how to write an effective e-mail and the best ways to target your audience. The author always points to studies and other sources verifying his statements. The book even explains the best days of the week and times to send e-mails.

SPAM! The author tells you how to avoid inadvertently becoming a spammer or having your email hijacked by spammers. The laws about SPAM are explained as are the dirty secrets of the harvesting, sale and purchase of e-mail lists. That activity can be illegal and won't do much to help grow your business, Brown says. Use this book to make your e-mail marketing campaign a success!
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3 of 4 people found the following review helpful
on November 26, 2007
As a loyal fan of Internet related business, I was expecting from this book too much. And once again, I was put back on the ground by the strict order of the book and its complete worldliness. Moreover, it looks rather Spartan. However, the book is by no means simple. On the contrary, compared to other web-based businesses e-mail marketing seems a more difficult area to succeed.
I'd rather say that the target audience/customers of this issue are people, who have already had their web-based business and long to start another one. And in this respect, the book is very good! Usually, businessmen think they know everything about their trade, especially if they prosper. But when they want to expand the business, they face many problems. And one of the ways to solve them is to read the book.
Nicely structured, not a guide but a real encyclopedia of e-mail marketing with wonderful case studies, history retrospective and loads of useful links.
Definitely, this book is written by a professional and information here is not "phishing"!
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1 of 1 people found the following review helpful
on April 27, 2011
This book is a "complete guide" for email marketing. It's good for novice, but it's not good for expert. If this book can provide more inside skills or experience, I will give 5 star.
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