[.uk] Email Marketing: Using Email to Reach Your Target ... (ISBN 0471383090)

Amazon.com Review:
In these days of fancy, sometimes overdesigned Web sites and banner ads, we often forget e-mail's huge potential for marketing. This book aims to remind us and explains how this cheap, easy-to-use tool can be one of your online business's best assets. The authors are keen to point out they're advocating not spam but rather targeted, well-constructed marketing messages. To make effective use of e-mail as a marketing tool, you need a strategy rather than a splatter gun, and the book talks you through the process of crafting one. You also need to know how to write a good e-mail, and one of the book's key sections takes you through the do's and don'ts, from the wording of the header to signing off. Examples from the real world are included so you can see how the big guns do it. Standard e-mails are not your only option, and the book devotes space to alternatives such as e-newsletters and e-promotions. The first can help people develop an affinity with your Web site, and the second offers something free in return for a site visit--a gift certificate, for example. The book explores other aspects, too, such as getting mailing lists together and doing market research. Authors Sterne and Priore cover their ground well, write in an easy style, and encourage readers to think for themselves. --Sandra Vogel, Amazon.co.uk

Must read before sending out your 1st email:
This book gives some handy guidelines as to what to do (and more important: what NOT to do) with email campaigns. Although the book keeps telling you to use a particular opt-in email list (it almost looks like the author has some stock in this list), it's a very useful book to start with. It will not give any technical details on how to realize an email campaign, but there are other books about this subject. Prior to reading this book I did not have a lot of experience with Email Marketing (other then a "victim"). I would really advice anyone in this situation to read this book before sending out any email. It really got me started on the subject and I know ordered several other books for a more detailed discussion of several aspects. There is some discussion about how to answer email send to you. However, most of the book is focussed on sending out (batches of) emails to you clients/prospects to get them to do something (most of the time visit your website or place an order) This books is a real *must* read for anybody wanting to use email as a marketing tool. It will prevent you from making numerous of costly mistakes and it will give you plenty of tips and hints you probably didn't think off.

Less than adequate:
Great title, but the substance of the book is lacking. It reads with the big powerful words of a direct marketer, but it reminded me of the direct mail I hate. Alot of power words, but nothing to really sink my teeth into. A book that is great for the person starting out is Make Your Website work for you. It's a basic book, but it gives a more robust program. There's also one about affiliate marketing and developing associations. I think both will help you better market online.

The nuts and bolts of opt-in e-mail marketing...:
"Email Marketing: Using E-Mail to Reach Your Target Audience and Build Customer Relationships" contains a wealth of information on using opt-in e-mail to grow business. It covers the negatives of unsolicited e-mail (or spam) and the positives of opt-in and opt-out e-mailing, crafting an e-mail campaign, writing attention-getting e-mail and testing response to a campaign. It also discusses producing effective e-newsletters and e-promotions, advertising in other people's e-mail and how to use persuasion techniques in messages. When a Web site offers the opportunity for a person to enter an e-mail address on the company site and receive promotions, newsletters or other information, they are using opt-in e-mailing. Opt-in (or permission based) e-mail advertising, is stressed throughout the book. "Email Marketing" goes into the nuts and bolts of opt-in to show how to do it well. It is filled with first-hand accounts from a diverse group of companies on how they use opt-in e-mail to stimulate business. The book also shows several Web sites and documents used in direct marketing. Companies considering the use of e-mail sales messages as a marketing tool to build a client base for their businesses should look at this book first to see how to use e-mail effectively without spamming and hype. "Email Marketing" covers the positives and negatives of using e-mail to capture prospects and customers. "Email Marketing" is no flimsy tome on spamming. It is a serious attempt to help businesses use the positives of e-mail to increase their customer base. Without using technical jargon, "E-Marketing" covers the thorny problems of setting up e-mail format to relate to many different messaging programs. Reading this book is an excellent first step to create a successful e-mail campaign.

The nuts and bolts of opt-in e-mail marketing...:
"Email Marketing: Using E-Mail to Reach Your Target Audience and Build Customer Relationships" contains a wealth of information on using opt-in e-mail to grow business. It covers the negatives of unsolicited e-mail (or spam) and the positives of opt-in and opt-out e-mailing, crafting an e-mail campaign, writing attention-getting e-mail and testing response to a campaign. It also discusses producing effective e-newsletters and e-promotions, advertising in other people's e-mail and how to use persuasion techniques in messages. When a Web site offers the opportunity for a person to enter an e-mail address on the company site and receive promotions, newsletters or other information, they are using opt-in e-mailing. Opt-in (or permission based) e-mail advertising, is stressed throughout the book. "Email Marketing" goes into the nuts and bolts of opt-in to show how to do it well. It is filled with first-hand accounts from a diverse group of companies on how they use opt-in e-mail to stimulate business. The book also shows several Web sites and documents used in direct marketing. Companies considering the use of e-mail sales messages as a marketing tool to build a client base for their businesses should look at this book first to see how to use e-mail effectively without spamming and hype. "Email Marketing" covers the positives and negatives of using e-mail to capture prospects and customers. "Email Marketing" is no flimsy tome on spamming. It is a serious attempt to help businesses use the positives of e-mail to increase their customer base. Without using technical jargon, "E-Marketing" covers the thorny problems of setting up e-mail format to relate to many different messaging programs. Reading this book is an excellent first step to create a successful e-mail campaign.

Building a business, one online customer at a time:
Jim sends us in the cyberworld of email marketing. He stresses building customer relationships with your targeted audience. More importantly, retention. Let's keep them coming back for more!