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The Engaged Customer: Using the New Rules of Internet Direct Marketing to Create Profitable Customer Relationships Paperback – July 23, 2002


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Product Details

  • Paperback: 288 pages
  • Publisher: Harper Paperbacks; 1st edition (July 23, 2002)
  • Language: English
  • ISBN-10: 0066620791
  • ISBN-13: 978-0066620794
  • Product Dimensions: 8.1 x 5.3 x 0.7 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #2,975,609 in Books (See Top 100 in Books)

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 --This text refers to an out of print or unavailable edition of this title.

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. --This text refers to an out of print or unavailable edition of this title.

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Customer Reviews

I have adopted Brondmo's email marketing book as a text in my electronic marketing course.
Edward E. Rigdon
The book details how to move from traditional marketing methods to an Internet based marketing system that concentrates on the efficient and positive use of e-mail.
Harold McFarland
Hans Peter's insight into the next wave of Internet Marketing is a must read for all Corporate and Consulting Marketeers.
Barbara C. Coll

Most Helpful Customer Reviews

11 of 11 people found the following review helpful By Dan E. Ross on December 20, 2001
Format: 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.
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10 of 10 people found the following review helpful By Edward E. Rigdon on July 5, 2001
Format: Hardcover Verified Purchase
I have adopted Brondmo's email marketing book as a text in my electronic marketing course. I recommend it as essential reading. The book takes over where Seth Godin's Permission Marketing left off. Godin's book was all about philosophy, with not too much about implementation. Brondmo's book start with a grounding in a customer-centered / one-to-one business philosophy but carries through implementation to program review, getting down to nuts and bolts. His examples and analogies ring true... .
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7 of 7 people found the following review helpful By C Deans on April 27, 2001
Format: 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.
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7 of 7 people found the following review helpful By Gabriel Torres on February 9, 2001
Format: Hardcover Verified Purchase
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).
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12 of 14 people found the following review helpful By Robert Morris HALL OF FAMETOP 100 REVIEWERVINE VOICE on November 12, 2000
Format: Hardcover
Many books' subtitles are misleading. Not so with this book: "The New Rules of Internet Direct Marketing" and "Email Strategies for Creating Profitable Customer Relationships." Brondmo does indeed deliver in abundance what these subtitles promise. He suggests that, "After reading this book, you will gain insight into powerful strategies and hands-on tactics for turning...initial buyers into profitable, loyal, and engaged customers." He then observes that his reader is provided with two books in one: "A guide to thinking and a guide to doing. It's organized into four parts."
Part I Using Email to Engage Your Customers
Part II Taking a Strategic Approach
Part III Implementing Customer Dialogue
Part IV Looking Ahead
"If you are an executive looking for an overview of how email marketing will impact your business, you'll want to read Parts I and IV carefully and skim Parts II and III. If you are a manager responsible for implementing and operating email marketing programs, you'll probably want to read the entire book, focusing especially on Parts II and III." He then offers a brief description of each part. Later, Brondmo offers several key points re customer orientation: data drives relevance, relevance drives engagement, relationships are at the core of customer sustainable commerce, and building trust is an imperative. He concludes the book with an assertion that "Profitability and sustainability of all Internet business hinges on engaged customers, and there couldn't be a more perfect time to get engaged with them than today.? How? You'll find the answer in this book, one of the very few published thus far which suggest the best strategies and tactics to create profitable customer relationships with Internet direct marketing.
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6 of 6 people found the following review helpful By J. David Evans on September 7, 2004
Format: Paperback Verified Purchase
OK, the book was published in 2000. But it still seems to me that if you call your book "The New Rules..." they ought to be somewhat useful and somewhat timeless. Unfortunately, the "rules" in this book are neither. For example "The e-customer expects to be in control." Well, yah...but so has every customer in recorded history. Auto dealers get a bad rap when they obviously and purposely deny any sense of control. In later chapters we get tips like "Don't send unsolicted messages." Even (back) in 2000 (several years after the first successful anti-SPAM lawsuits) this was a no brainer. Instead, check out Shapiro's "Control Revolution" -- written a year earlier (1999) it's still relevant. If you're new to the discipline and haven't already, check out "Permission Marketing" or "Cluetrain Manifesto." They too provide a sense of history...and a lot more insight.
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