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Permission Based E-mail Marketing (Paperback)

by Kim MacPherson (Author) "For direct response marketing, there is no faster, cheaper, or more effective current venue to reach your top prospects than e-mail..." (more)
Key Phrases: lead generation offer, landing page, viral campaign, Permission-Based E-Mail Marketing That Works, Golf Tips, Acquisitions Testing Strategies (more...)

4.6 out of 5 stars See all reviews (15 customer reviews)

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Editorial Reviews

Product Description

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 Business (March 19, 2001)
Language: English
ISBN-10: 0793142954
ISBN-13: 978-0793142958
Product Dimensions: 9 x 7.3 x 0.6 inches
Shipping Weight: 1.1 pounds

Average Customer Review: 4.6 out of 5 stars See all reviews (15 customer reviews)

Amazon.com Sales Rank: #355,810 in Books (See Bestsellers in Books)
Popular in this category: (What's this?)
#61 in Books > Business & Investing > Marketing & Sales > Marketing > Direct

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Inside This Book (learn more)

First Sentence:
For direct response marketing, there is no faster, cheaper, or more effective current venue to reach your top prospects than e-mail. Read the first page

Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
lead generation offer, landing page, viral campaign, lead generation campaign, list brokerage, favorite catalogs, primary offer, house file, secondary offer, open rate, acquisitions lists, generation offers, test quantity, acquiring new customers, viral marketing, house list

Key Phrases - Capitalized Phrases (CAPs): (learn more)
Permission-Based E-Mail Marketing That Works, Golf Tips, Acquisitions Testing Strategies, Main Street Phoenix, John Smith Marketing Director, Swing Coaching Video Session, Pro Shop, The Last Word, The Power of Design, Brainstorming the Offer, The Other Side of E-mail Marketing

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Citations (learn more)

This book cites 1 book:

Advertising on the Internet by Robbin Lee Zeff in Front Matter

2 books cite this book:

Ultimate Guide to Direct Marketing by Al Lautenslager in Back Matter
Ultimate Start-Up Directory by James Stephenson in Back Matter

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	44% buy the item featured on this page: Permission Based E-mail Marketing 4.6 out of 5 stars (15)
	23% buy E-Mail Marketing For Dummies 5.0 out of 5 stars (7) $14.95
	21% buy The Complete Guide to E-mail Marketing: How to Create Successful, Spam-free Campaigns to Reach Your Target Audience and Increase Sales 4.9 out of 5 stars (11) $16.47
	7% buy Email Marketing By the Numbers: How to Use the World's Greatest Marketing Tool to Take Any Organization to the Next Level 4.6 out of 5 stars (43) $16.47

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Customer Reviews

15 Reviews

5 star:		(11)
4 star:		(2)
3 star:		(2)
2 star:		(0)
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Average Customer Review

4.6 out of 5 stars (15 customer reviews)

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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)

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.

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21 of 22 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 "marcombuddy" (New York, NY (USA)) - See all my reviews

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.

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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

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.

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Most Recent Customer Reviews

4.0 out of 5 stars Reference Guide for E-Mail Marketing
From start to finish, Kim leads us on a journey to build our businesses through permission based email marketing. Read more

Published on February 17, 2006 by Ryan Cox

5.0 out of 5 stars Tips, Tricks, and Practices That Really Work
If you are thinking about starting email marketing campaigns, then know that this book is a prerequisite. Read more

Published on November 23, 2005 by Sara

4.0 out of 5 stars Well Done
I love this book. Email marketing is an important technique to get more traffic. Now with spamming and more spamming, it makes you nervous about doing it. Read more

Published on March 20, 2004 by Ivy Beider

5.0 out of 5 stars Excellent guide to e-mail marketing
I found Kim MacPherson's book to be a true step by step guide to e-mail marketing worth many times the price I paid for it. Read more

Published on April 23, 2002 by D. Aguilera

5.0 out of 5 stars Excellent reference!
Kim did a wonderful job, this book is an execellent email marketing guidance for both beginners and pros! Hope Kim will write another book on email marketing soon.

Published on December 19, 2001 by jpuon

5.0 out of 5 stars Keep it handy...you'll be referring back to this one often
MacPherson's book is packed full of great tips and advice for those of us just starting down the path of permission email marketing. Read more

Published on November 7, 2001 by Valerie Clark

5.0 out of 5 stars With case histories of good and bad practices alike
Kim MacPherson's Permission-Based E-mail Marketing That Works tells how to create a budget for permission-based email campaigns, explore tailing such emails to retain profitable... Read more

Published on August 10, 2001 by Midwest Book Review

5.0 out of 5 stars Practical guide for email marketing - excellent!
As a principal of a design firm who recently started offering email marketing to our clients I found this book invaluable. Read more

Published on May 24, 2001 by L. Taylor

5.0 out of 5 stars The best "how-to" on e-mail marketing
As a Senior Marketing Director for a large consumer software firm, one of my challenges has been to convey the necessary principles of email marketing to my operations team. Read more

Published on May 11, 2001 by ssusang

Published on May 11, 2001 by Susan G.

› See all 15 customer reviews...

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