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Email Marketing By the Numbers: How to Use the World's Greatest Marketing Tool to Take Any Organization to the Next Level Hardcover – April 20, 2007
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From the Inside Flap
Marketers, it's time to let go. Say goodbye to short-term customer relationships, intangibles, and opinions. You can't trust your gut or rely on intuition anymore. The new era of marketing is here; and it's based on data, analysis, and what people actually do rather than what they say.
Email Marketing by the Numbers applies such modern marketing principles to the world's greatest marketing toolpermission email. Email marketing expert Chris Baggott reveals what works, what doesn't, and how to leverage the power of email to accomplish all of your goals.
Are you ready to create better relationships with your customers and prospects? Are you ready to take advantage of email's affordability, interactivity, and targeting capabilities? Whether you work for a mom-and-pop shop or a megacorporation, the tactics here will take your email marketing program to a higher level. Baggott explains how to:
- Speak to your audience as individuals
- Spark and maintain subscriber engagement
- Build a database of quality addresses
- Segment an audience based on data
- Find and create relevant content
- Combine email with viral and word-of-mouth marketing strategies
- Use surveys, forms, and other feedback tools
- Keep your email program legitimate and spam-free
With case studies, proven tactics, and additional secrets from more than twenty professional marketers from around the world, Email Marketing by the Numbers is the perfect marketing guide for any organization.
Top Customer Reviews
As much as I think myself as a well read web guy, this book not only schooled me about how to grow my customer list but the most important aspect is what to say to your customer's, much like a nerdy guy needs help on a first date with pretty girl and keeping her interested long after.
There aren'y many great books that will:
1. Be brutally honest on what it takes to make money on the Net
2. Actually give you a hype free(hear me, Joe Vitale and others) hand held instructions on being effective using the internet/email to market your business profitably.
My book has been ear-marked, written in, and full of side notes that I may need another copy. This is when you know the book is great and worth your hard earned money.
Thanks for opening my eyes and teaching me what I thought I knew.
The key is to understand the bigger picture. Anyone can assemble a list of emails and blast out an HTML email message to them. But can they build a complete strategy around creating stronger relationships and taking advantage of opportunities most companies miss? If you read this book, you will be able to do just that.
I found "Email Marketing by the Numbers" to be the perfect blend for my organization, Cantaloupe.TV. We've been doing email marketing for about 2 years and for us the book provided a satisfactory introduction to the most important email marketing topics (i.e. if you just focused on and mastered these areas you're well above average) but it also had plenty of information for us to grow into (i.e. we're probably 6-24 months away from implementing many best practices).
If you're already doing Taguchi testing to optimize your email templates, you'll learn something from "By the Numbers" but it's likely not going to take your organization to its "next level"; however, I would still argue it has value for any individual wanting to learn the complete email marketing picture. This book is a fantastic guide, with actionable advice for mastering email marketing best practices.
P.S. My organization does mostly b2b marketing and the fact that the book sometimes uses b2c examples did not detract from the relevancy of the lessons.
Baggott encourages testing frequency, but doesn't get into any depth about this. Personally, I'd be very cautious about taunting my customers to unsubscribe. That's the ultimate confirmation that your frequency is too great.
He points out that Open Rate is a meaningless metric, since many email clients have image rendering turned off by default, and many handheld devices don't render graphics. (Opens are tracked by referencing a small graphic file on a web server.) Instead, pay attention to Click-Through Rate and Unsubscribe Rate.
Other noteworthy points:
Segmentation "is one of the most effective ways to boost engagement and prevent list fatigue... The smaller you can make the segments, the more likely you are to deliver a relevant message."
"Email is not an acquisition tool - it's a retention tool."
Talk to your customers like they are human beings.
"The 'from' line of your email may be the most important factor when a recipient decides whether or not to open your message... Who owns the relationship with this audience?"
Additional topics include building a database, APIs to integrate an email marketing system with a CRM system, viral marketing, triggers, and deliverability.
Each chapter starts with the author making his point followed by some short case studies. Then other experts weigh in with their thoughts on the topic. Many, but not all, of these contributors are employees of ExactTarget, the email marketing company which Baggott co-founded. Each chapter ends with a review of key points in bullet point form.
Franco Arda, CEO SmarterComics
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