The book describes author Chris Pirillo's experiences in building the Lockergnome newsletter and extrapolates nuggets of advice from them. In the process of sharing his accumulated wisdom, the book explains the technical (HTML formatting, mailing list software) and nontechnical (content selection, subscriber management) aspects of running a list. But the author doesn't remain in the spotlight. Poor Richard's E-Mail Publishing includes a series of chapters authored by leaders of other e-mail communities, including the Naked PC Newsletter, the LangaList, and This Is True.
The book doesn't promise that your e-mail newsletter will make you rich--Pirillo opines that the medium isn't yet mature enough to generate much more than a modest income for most publishers. However, he describes a medium on the verge of profitability and tells his readers how to give their lists maximum business appeal. He advises readers to make top-quality content their first priority, build brand names, and provide excellent customer service. Perhaps most important, the book explains the difference between spam and legitimate mass mailings: subscribers have absolute control over legitimate mailings, and their information is never used behind their backs.
In addition to the advice of newsletter publishers, the book provides appendices listing mailing-list software, list service providers, and e-publications worth a look. --David Wall
Topics covered: Why e-mail newsletters work, how to build mutually supporting Web sites and newsletters, configuring mass-mailing software, managing subscriptions, creating and collecting content, plain text and HTML formatting, list service providers, and advertising.
Chris Pirillo's book is fantastic resource a fountain of inspiration and a well of practical advice for a newcomer to online publishing. Two highlighters into the book I realized I was going to need more colors! It stays open while I work on launching my first newsletter, following his advice every step of the way, and I'm sure it has already saved me hundreds of hours-and dollars. For e-mail "newbies," Chris makes the process of online newsletter development understandable and removes the fear of launching a new project. If you are going to start your own newsletter, this is a must read! -- Kendall Hanson, author of Writing for Trade Magazines
Chris has stepped forward to share his experiences via this very useful, well written book with a step by step tutorial that shows the right way to join in the email publishing fun. Hopefully the hordes of spammers out there will take notice, buy the book and come over from the dark side of email. -- Michael S. Dunn, CTO, Dell Online
If you currently publish an e-zine or are thinking about starting one, this is the one resource you must have next to your computer. Poor Richard's E-mail Publishing is the complete, step-by-step, magnum opus that explains the nuts and bolts of publishing a successful e-zine. Every detail is discussed. Every question is answered. -- Damon G. Zahariades, Editor, Web Business Today!
Outstanding. Extremely readable, totally understandable. A step-by-step account of every aspect of how to publish your own E-mail newsletter. Read it, and you will want to get into E-mail publishing right away. -- David Deeson, Founding Editor, Home Business
So many books are written by people who think they know what they're talking about, but who have never actually done whatever it is; it's so refreshing to hear from someone who has done it! -- Jean Hollis Weber, Publisher, The Technical Editors' Eyrie
The content is excellent. I have read many marketing e-books and courses, but none have come close to Poor Richard's E-Mail Publishing for details, examples, and links to useful sites pertaining to e-mail publishing. This will definitely be listed as a recommended resource on my ReportsClub site. In fact, it was so useful that it convinced me to create a contest to look for a new name for my marketing newsletter. -- Eva Almeida, Editor/Publisher, Optimal Health Ezine and Opportunity Knocks Free-Zine
There are many myth-busters in Chris' writing. He gives his opinion in a very positive and detailed manner. Too many people just criticize and give no details about why you shouldn't like it. With Chris, I feel like I was given the information I needed to reach an informed decision. His personal notes put this book at the top of the list of "how-to" do e-mail publishing books; it's of far more value than a book that just lists sites for its readers. -- Terri Robinson, Publisher, Recruit2Hire TidBits
This is an excellent, straight-forward manual on e-mail publishing, banner ads, driving traffic, and especially ethics." -- Andy McCann, Editor
This was the book I would have auctioned my soul for when I was first starting out in e-publishing. A fantastic resource-if you're serious about online publishing, this book is a must-read. -- Aaron Dragushan, Editor-in-Chief, Coolsig