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Permission Based E-mail Marketing That Works! Paperback – March 19, 2001
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Top customer reviews
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.
I've been using traditional marketing vehicles for years, but email marketing was something new and foreign to me. I started reading this book and signed up for Eliteweb.cc Email Marketing at the same time. I was truly a fish out of water with this stuff. After reading Kim's book cover-to-cover, I must say that I feel more like an email guru than someone just ready to take their first steps.
There are definitely a few parts of the book that are in need of an update. Several times I would ask my account executive about something that I had read, only to find out the `times have changed'. But, even with those outdated parts, the fundamentals discussed in the book are as true today as they were then.
The book was also a very good read. I was excited to start using this new vehicle, but I had no desire to pickup a text book and start studying. I found myself flying through the pages and I continue to have it right beside my desk and refer back to it often.
I've been able to implement many of the tips and ideas Kim suggests and they're not just theories, they really work. So often I read `expert' books that do little in the way of practical results, but let me assure you, this book has paid for itself many times over.
Just like another reviewer suggested, I would recommend reading some of Seth Godin's work as well since that has also helped me a lot when navigating the online marketing landscape.
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.
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.