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Total E-mail Marketing, Second Edition: Maximizing your results from integrated e-marketing (Emarketing Essentials)

Total E-mail Marketing, Second Edition: Maximizing your results from integrated e-marketing (Emarketing Essentials) [Kindle Edition]

Dave Chaffey
4.5 out of 5 stars  See all reviews (4 customer reviews)

Print List Price: £36.99
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Product Description

Product Description

E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the author’s successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level. Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including:

* Planning effective, integrated e-mail campaigns and e-newsletters
* How to rapidly build a quality house list and select the best tools to manage it
* Ethical and legal constraints in a fast-moving sector
* Design and write HTML and text format e-mails for maximum response
* Getting through the SPAM filters to maximize deliverability
* Targeting, personalizing, measuring and improving e-mail campaigns
* Integrating emerging technologies like blogs, RSS and mobile messaging
* Practical dos and don’ts

A vital supplement to the author’s book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers – specializing in e-marketing or not – as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.

About the Author

A leading internet marketing consultant, trainer and author. Recognised by the CIM as one of 50 gurus who have shaped the future of marketing, Dave is an examiner on the CIM e-Marketing Award and course director for CIM e-marketing workshops since 1997. He is the managing director of Marketing Insights Limited and also lectures in e-business at the Universities of Cranfield, Leeds and Warwick.

Product details

  • Format: Kindle Edition
  • File Size: 4140 KB
  • Print Length: 296 pages
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: Routledge; 2 edition (19 Oct 2006)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B001V7U7KE
  • Text-to-Speech: Enabled
  • X-Ray:
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: #463,961 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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More About the Author

"Well known for his practical online marketing advice, Dave Chaffey ( has helped tens of thousands of UK businesses improve their Digital Marketing through his bestselling books, workshops and consulting.

Get free updates on the latest developments in Digital Marketing from Dave on his portal via Email, Twitter, RSS or Facebook.

He is proud to have been recognized by the Department of Trade and Industry as one of the leading individuals who have provided input and influence on the development and growth of E-commerce and the Internet in the UK over the last 10 years. Dave has also been recognised by the Chartered Institute of Marketing as one of 50 marketing 'gurus' worldwide who have shaped the future of Marketing.

Dave is Director of Marketing Insights Limited ( and has advised companies including 3M, BP, Euroffice.

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Customer Reviews

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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
5.0 out of 5 stars The must-have handbook for all e-marketers 13 Aug 2008
100% YES. Prof Dave Chaffey has done it again! Those of you who already know his work can testify to the fact that Dave is the Yoda of all e-marketing. 'Hmmm, make your e-marketing strong, this will'.

Whether you are new to this exciting world of e-mail marketing, or are an old hand - this book needs to be at your side 24 hrs a day. However, it's a brave person who sits down with a coffee and says: 'I'll just polish this off in one sitting' - you won't. It's too full. It's too rich. It gets you thinking about what you are doing and could or should be doing, so much so that you have to stop and come up for air every now and then.

Not that's it's not a good read - it's a brilliant read, but you know, as you read each detailed chapter, that you will be returning to this book time and time again. This book is complete, practical, detailed and full of checklists and guides to get you started straight away. Mine is dog-eared and still right here beside me as I type this review.

TIP: I used 3M's Index tabs (small plastic, write on-able, self-adhesive bookmarks) as I read this book. I inserted a new Index tab every time I hit an idea I wanted to pursue, and this made re-visiting that section quick and easy later on. I recommend you buy this book, and commit to reading it all in a week, indexing your favourite parts as you go.

If this book doesn't drive up your e-mail marketing responses rates - nothing else will. So far (and I have been reading and reviewing marketing books for over 11 years now) - this book is by far the best - this is the must-have handbook for all e-marketers. Just buy it.

Dominic A Yeadon MIDM, e-Marketing Consultant.
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4.0 out of 5 stars Really insightful and worth a read 9 Jan 2012
By Woody
Format:Paperback|Verified Purchase
I really liked this book as it has given me some great idea for my email campaigns, but also provided really useful stats and advice on how to implement them in the best ways. I'd say sometimes the book is a little assuming and often a little too in depth, but overall it's a great read and I've certainly taken some key tactics away from it.
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4.0 out of 5 stars Delivered what I hoped it would 2 Mar 2009
Format:Paperback|Verified Purchase
And almost what I needed. It's a great grounding in direct email marketing (DEM)and proceeds along at the right speed for me, being very readable. It contains some cracking ideas. It only fails to get 5 stars because some of the 'links' are out of date and one or two subjets, such as geotargeting, are covered a little too briefly. That said, for someone like me, who knew a little about DEM and wanted to know a lot more, it is excellent value for money. I'm very pleased with my purchase and obviously recommend it to anyone in a similar position.
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Format:Paperback|Verified Purchase
If you want to learn or further improve your email marketing ability and knowledge this is a must read. Everyone can take the information and apply it to see improve results.

It covers all the bases and is easy to read in chunks or pick up and dip in as you need.

Dave Chaffey has a well known name in digital marketing and its not hard to see why.

Even if you read the first edition (I did too) then its well worth picking up a copy of this updated edition.
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Most Helpful Customer Reviews on (beta) 5.0 out of 5 stars  2 reviews
0 of 1 people found the following review helpful
5.0 out of 5 stars Very Practical and Useful Coverage of Email Campaigns 8 April 2008
By Arnold L. Chandler - Published on
The book serves very well as an introduction and practical guide to conducting email marketing campaigns. It is one of the best resources I've come across.
0 of 5 people found the following review helpful
5.0 out of 5 stars A Must Read 14 May 2007
By Day - Published on
This in-depth book covers all aspects of e-marketing and e-mail. Very comprehensive and informative and will help any interested in learning more about the processes from segmentation to implementation.
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