The Truth About Email Marketing [Paperback]

Simms Jenkins (Author)

Book Description

Publication Date: August 10, 2008 | ISBN-10: 0789737949 | ISBN-13: 978-0789737946 | Edition: 1

Praise for The Truth About Email Marketing

 

“It’s refreshing to see an author address specifics instead of gloss over generalities that can be boiled down to one sentence. Simms’ book debunks the top email marketing myths in a readable and logical fashion.”

Tad Clarke , Editorial Director, MarketingSherpa Inc.

 

“Anyone interested in maximizing their marketing budgets should stop what they are doing and read this book. Simms' deep experience in email marketing is widely evident in this very insightful and fact-filled book. Great insight into an area of marketing that is often overlooked. Plus, its a fun, easy read...especially for us marketers!”

Jeff Hilimire, President, Engauge Digital

 

“Simms has a great knack for simplifying the complex world of email. From the novice email marketer to the email aficionado, The Truth about Email Marketing provides insight and thought-provoking content that all of us can use in our email and online marketing efforts.”

Aaron Kahlow, CEO & Founder, Online Marketing Summit

 

“Simms Jenkins expertly outlines a series of useful Truths to ensure effective and highly optimized, permission-based email marketing programs. Take advantage of Simms' battle scars and set yourself on a direct course that unleashes the power of this important marketing channel.”

Sam Cece, Chief Executive Officer, StrongMail Systems

 

Everything you must know to utilize email marketing in your corporation or small business!

• The truth about recession-proofing your business with email marketing
• The truth about measuring results and improving promotional and newsletter campaigns
• The truth about email marketing versus spam

This book reveals 49 proven email marketing best practices

and bite-size, easy-to-use techniques that get results

 

Email marketing is one of the most incredibly powerful yet misunderstood marketing channels of the business world. While many companies practice email marketing, few get it right. Industry expert, Simms Jenkins, provides a set of best practices to help you assess and refine your strategy and tactics. Your organization can gain much from new and proven approaches to email marketing: strengthen customer relationships, create loyalty, and build trust and awareness. The result is increased responses in sales, leads, registrations, and more.

 

 

Editorial Reviews

About the Author

Simms Jenkins is chief executive officer of BrightWave Marketing, an award-winning email marketing services firm specializing in the strategic optimization of email marketing programs. He has extensive relationship and interactive marketing experience on both the client and agency side. Jenkins has led BrightWave Marketing in establishing a large and diverse client list, including top-tier brands such as ACS, BellSouth, California Casualty, CoreNet Global, Lowe’s, Sports Illustrated, and Ted’s Montana Grill, as well as leading advertising and marketing firms.

 

Jenkins is regarded as one of the leading experts in the email marketing industry, and the expertise of both Jenkins and BrightWave clients have been recognized and featured by a range of prominent media outlets, including Bloomberg and The Atlanta Journal-Constitution. Jenkins and his column for iMedia Connection, a leading interactive marketing and media publication, have been called one of the top 21 information sources for email marketers. In 2007, Jenkins facilitated a major industry partnership as BrightWave Marketing and The Email Experience Council joined forces to launch EmailStatCenter.com, the first centralized online repository of statistics and research specific to the email marketing industry.

 

Prior to founding BrightWave Marketing, Jenkins headed the Customer Relationship Management (CRM) group at Cox Interactive Media, a unit of media giant Cox Enterprises. Jenkins serves on the eMarketing Association’s board of advisors and is a board member of Atlanta Interactive Marketing Association (AiMA). Jenkins is a graduate of Denison University in Granville, Ohio, and resides in Atlanta with his wife and two sons.

 

Jenkins’ company website is www.BrightWaveMarketing.com and his website for the book is www.TheTruthAboutEmailMarketing.com.

Excerpt. © Reprinted by permission. All rights reserved.

Introduction

"What helps people, helps business."

—Leo Burnett, advertising legend

"Trying to assess the true importance and function of the Net now is like asking the Wright brothers at Kitty Hawk if they were aware of the potential of American Airlines Advantage miles."

—Bran Ferren, Chief Imagineer, Walt Disney Company

Email marketing is one of the most incredibly powerful yet misunderstood mediums of the marketing world. Nearly all businesses and consumers utilize it, whether it is to send or receive content and offers.

Email marketing is a unique communication platform that blends both art and science while delivering value to the subscriber's inbox. While many companies practice it, few get email marketing right. It is part of our business landscape that requires constant grooming. Change is the only constant.

I've been working in the interactive space for over ten years. During this time, I've seen a great deal of money thrown into questionable business models and unproven companies and executives. I've also seen a lot of really bright people take chances in their careers and launch game-changing companies.

Email emerged as the "killer app" of the Internet age. While there is certainly more competition for buzz and mindshare today, email still is the bread and butter of any online user experience. In telling The Truth About Email Marketing, I had to make a lot of hard decisions about what to include and what not to include. I hope this book provides a range of key email marketing elements that will appeal to and educate a wide audience.

This book should be the kind that sits on your desk and is referenced, earmarked, and highlighted rather than passively read. My aim was for this to be a guide in your email marketing adventure. Whether you are a seasoned professional email marketer or are brand new to the topic, this book is for you.

Now back to the two quotes at the top of this section. They both speak to me in different ways. How they speak to email marketing is revealing as well.

My biggest complaint about email marketers (and often marketing in general) is a fundamental one. Entire strategy and email campaigns are often driven by achieving internal marketing goals, rather than bringing compelling and helpful information to their subscribers who gave them one of the most important things one can provide in an online world: permission. If we remember to focus on the subscribers first, the business goals will follow.

Email marketing has changed, as the Internet has, in a dramatic fashion. And I'm just talking about in the past six months. It's quite challenging to wrap our heads around the impact of email marketing in its short history. There are many levels to how email marketing has changed businesses and consumer habits. Nevertheless, we can clearly demonstrate email's ongoing effectiveness and develop and follow a set of core best practices that will ensure that effectiveness continues into the future. Hopefully, this book can help you along the way in this endeavor.

Just as the Wright brothers had no idea how their invention would impact the future aviation industry, many of you marketing professionals are shaping Internet history.

© Copyright Pearson Education. All rights reserved.

Product Details

• Paperback: 224 pages
• Publisher: Que Publishing; 1 edition (August 10, 2008)
• Language: English
• ISBN-10: 0789737949
• ISBN-13: 978-0789737946
• Product Dimensions: 5.4 x 0.5 x 8.5 inches
• Shipping Weight: 12.8 ounces (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (17 customer reviews)
• Amazon Best Sellers Rank: #343,179 in Books (See Top 100 in Books)
  • #25 in Books > Business & Investing > Marketing & Sales > Marketing > Telemarketing

More About the Author

Simms Jenkins is CEO of BrightWave Marketing, North America's leading email marketing focused digital agency. The award-winning firm specializes in elevating email marketing and digital messaging programs that drive revenue, cut costs and build relationships. Jenkins has led BrightWave Marketing in establishing a world-class client list including Affiliated Computer Service (A Xerox Company), Aflac, Chick-fil-A, Cox Business, Phillips66, Porsche and Southern Company. The agency was recently ranked among the fastest growing private companies by Inc. Magazine.

Jenkins is the author of two definitive and highly regarded books on email marketing; The New Inbox (published in April 2013 by ClickZ/Incisive Media) and The Truth About Email Marketing (published by Pearson's Financial Times Press in 2008). Jenkins is currently the Email Marketing Best Practices Columnist for ClickZ, the largest resource of interactive marketing news and commentary in the world, online or off. His industry articles have been called one of the top 21 information sources for email marketers.

Jenkins was awarded the prestigious AMY 2010 Marketer of the Year from the American Marketing Association for being the top agency marketer and the Email Marketer of the Year at the Tech Marketing Awards held by the Technology Association of Georgia. Jenkins is regarded as one of the leading experts in the email marketing industry and is regularly cited by the media as such and called upon by the financial community to provide market insight and consulting.

He has been featured in Fortune Magazine, The Wall Street Journal, Adweek, Bloomberg TV, Wired Magazine and scores of other leading publications and media outlets. Jenkins is a regular speaker at major digital industry and general business conferences.

Additionally, Jenkins is the creator of EmailStatCenter.com and SocialStatCenter.com, the leading authorities on email and social media metrics. Prior to founding BrightWave Marketing, Jenkins headed the CRM group at Cox Interactive Media.

Jenkins serves on the eMarketing Association's Board of Advisors among other civic and professional boards. He is also a mentor at Flashpoint, a Georgia Tech based startup accelerator program. Jenkins is a graduate of Denison University in Granville, Ohio and resides in Atlanta's Buckhead neighborhood with his wife and three children.

Follow and connect with Simms on Twitter (@SimmsJenkins), LinkedIn, Facebook, The BrightWave Blog and his book websites at NewInboxBook.com and SimmsJenkins.com.

Most Helpful Customer Reviews

2 of 2 people found the following review helpful

4.0 out of 5 stars Bite size information for every email marketer. August 25, 2010

By Rory Carlyle

Format:Paperback|Amazon Verified Purchase

A must have for anyone in the email industry trying to put a solid email program together.

You won't get as much out of it if you're a veteran, but this covers most all bases in the email world.

Described in one word: worthy.

1 of 1 people found the following review helpful

4.0 out of 5 stars Quick read and great advice June 8, 2012

By Gary Nitzkin

Format:Paperback|Amazon Verified Purchase

I loved this book. It was a quick read and had a lot of great advice in it. I am a novice email marketer. Some of the suggestions seemed consistent with my common sense. Most othe suggestions offered by the author, however, were not a matter of common sense but frankly came from his great experience. This books has given me the confidence to go forward with an email marketing plan and campaign. I highly recommend this book as a great reference for all you email marketers and would be email marketers.

1 of 1 people found the following review helpful

5.0 out of 5 stars email marketing-today and tomorrow September 8, 2010

By R. Wood

Format:Paperback

If you are currently using email marketing, considering adding email to your marketing mix, or justifying email in your budget - you must read "The Truth about Email Marketing" by Simms Jenkins.