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eMail Marketing: An Hour a Day Paperback – 21 Nov 2008

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Product details

  • Paperback: 312 pages
  • Publisher: John Wiley & Sons; 1 edition (21 Nov 2008)
  • Language: English
  • ISBN-10: 0470386738
  • ISBN-13: 978-0470386736
  • Product Dimensions: 18.8 x 1.8 x 23.3 cm
  • Average Customer Review: 2.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 871,150 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description

From the Back Cover

Create Relationships and Revenue with Winning Email Marketing Campaigns A Step–by–Step Guide Email delivers significant ROI, increases brand loyalty, and is one of the most powerful tools in your marketing arsenal when used properly. Are you getting the most out of your current efforts? Are your campaigns profitable? Are you building brand equity? Are you integrating campaigns with other channels? Renowned email marketers Jeanniey Mullen and David L. Daniels offer a fresh, insightful look at modern email marketing in today′s customer–centric marketplace. They′ll alert you to the newest concepts, hottest trends, most budget–friendly tools, and best practices—while they help you build, deploy, and manage a smart, day–by–day plan for success. Leverage eight different ways to use email for better results Use website analytics to improve your email efforts Create multichannel marketing strategies from your email database Set up high–impact video– and audio–enabled emails Develop email strategies for mobile devices and social networks Track, measure, analyze, and report your results You′ll also find: What not to do when you send an email Straightforward tools for adding email to your current marketing plan and getting budget approval Online resources, cheat sheets, a glossary, and much more Real–world "From the Trenches" case studies that illustrate successes to learn from and mistakes to avoid Praise for Email Marketing: An Hour a Day "You don′t have to quit your day job to start or radically improve your email marketing program. Just set this book and a decent pen next to wherever you brew your coffee. You and your bottom line will be glad you did." — Tom Gerace, CEO and founder, Gather.com "Jeanniey and David have written a book in which the power of email marketing becomes simple to understand and easy to implement." — Dr. Ramesh A. Lakshmi–Ratan, Executive Vice–President and Chief Operating Officer, Direct Marketing Association "Common wisdom advises that ′the money is in the list.′ That is absolutely true if you provide the proper experience. This book gives you real–world advice on planning campaigns for maximum impact, how to measure and improve your campaign′s effectiveness, and how to do it based on your budget and resources." — Bryan Eisenberg, New York Times author of Waiting For Your Cats to Bark

About the Author

Jeanniey Mullen is the Executive Vice President and Chief Marketing Officer for Zinio and VIVmag and is also the founder and Chairperson of the Email Experience Council. She is an expert in the email and online marketing world and has more than two decades of experience helping B2B and B2C clients such as IBM, Yahoo!, and American Express harness the power of a digital dialog to drive revenue, improve brand impact, and enhance customer relationships. David L. Daniels is a multichannel marketing consultant who has been the leading analyst voice shaping the email marketing industry. David currently serves as Vice President and principal analyst with Forrester Research. Prior to his role as an industry analyst, David held senior level positions at Apple, Urban Outfitters/Anthropologie, MicroWarehouse, Genesis Direct/ProTeam, and CDA Computer Sales.

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Most Helpful Customer Reviews

6 of 6 people found the following review helpful By Peter Davey on 15 Feb 2009
Format: Paperback
I'm a fairly experienced email marketer so I was looking for a book that took me to the next level. I found it!

After reading it and making notes, I have about 50 points that I can use for my firm and our clients.

Amongst the most useful are:
(1) Click-to-Open indicates the value and effectiveness of the email.
(2) Create 4 buckets for your follow up campaigns eg customers, more engaged, clicked only once, non respondents and treat each group differently.
(3) Calculate an Engagement Metric for your list so you know how it's performing.

I would have liked to see more specific numbers for campaigns, but I understand customer confidentiality often prevents this.

Overall, I would recommend this book to anyone who is involved in email marketing or thinking of getting involved it. You will pick up practical points you can use to improve your results.
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5 of 5 people found the following review helpful By markaswain1 on 9 Sep 2009
Format: Paperback
What a dreadful book. It's wordy, long and poorly laid out, with oodles of text rammed in. That's a supreme irony when you consider it is trying to get across the power of email (and giving succinct, relevant messages). You will need a number of hours to get your head around it (i.e. much more than an hour a day!). If there are "nuggets" in there, I'm struggling to find them.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 5 reviews
14 of 15 people found the following review helpful
A great book that will teach you how to email effectively 16 Dec 2008
By D. Hendricks - Published on Amazon.com
Format: Paperback
Jeanniey Mullen and Dave Daniels have written an easy to read, accessible and rewarding guide to email marketing that will appeal to both the novice and the trained professional. As a experienced email marketer, I found this to be a interesting read and even with more than a decade of experience I learned something new on almost every page.

This book spells out how to develop and execute your email marketing campaigns more effectively than any other book on the market today. It draws from the authors' deep experience as practitioners and analysts, as well as their experience as vendors and customers. In short, they have the perspective from their experience that benefits all types of readers. Those new to email marketing will get the boot camp they need; those with more experience will find new tactics and information that will freshen their approaches.

If you want to learn about email marketing - or learn more about how to be more effective - I recommend this book highly.
12 of 13 people found the following review helpful
Not what I expected 13 Dec 2009
By Richard C. Bingham - Published on Amazon.com
Format: Paperback Verified Purchase
I am vitally interested in the topic of email marketing and wish to use it more effectively to promote my website [...], so I purchased this book based on the single review and sadly the title and subtitle. After reading half of the book I discovered that this book is for large companies that have large marketing budgets. If you have the budget to out-source your email marketing campaigns this book might be useful, but if like mine your business is smaller or entrepreneurial in nature this book won't be much help. The subtitle "An hour a Day" captured my attention, but was not mentioned once in the introduction or first half of the book. My guess is that IF you could out-source your email marketing then you MIGHT be able to handle it in an hour a day. The authors come from their experience in working in their internet marketing service, and it appears that this book is a means of promoting their services, which is okay. Some of the insider jargon used in the book makes it difficult for the average reader. In purchasing this book I expected to learn techniques and methods that I could implement, unfortunately this book didn't deliver for me. For my money Simms Jenkins book, The Truth About Email Marketing, was much more helpful reference.
3 of 4 people found the following review helpful
Mistake-laden, poorly focused 26 Dec 2010
By babygotsmack - Published on Amazon.com
Format: Paperback
I'm only on page 35 and have stopped reading. I've already encountered 4 typos over just 35 pages. 'Federak Express'? It took me a minute to realize they were talking about Federal Express/Kinkos.

Other sections, like explaining why transactional emails may be exempt from the 2003 CAN SPAM Act are very vague - the authors take several pages to go on about how some companies use these types of emails to promote their goods/services w/o coming out and saying they're doing this to get around the sending emails to customers who have not opted in to receiving emails from them.

A good portion of the examples talk about the authors' own marketing efforts and how amazingly effective they are w/o explicitly disclosing that these examples are from their own companies.

This book is definitely going back. The poor proofreading is really the icing on the cake - I can't believe in this day and age email marketers that talk about brand equity could have put so little effort in their own work!
1 of 1 people found the following review helpful
A must-have for all Internet Marketers 5 May 2011
By Russell R. Corrie - Published on Amazon.com
Format: Paperback Verified Purchase
This book is an excellent resource for anyone that does email marketing. It's a great reference for CAN SPAM laws, HTML email design, producing powerful content, and reviewing metrics. I haven't read every section, but I have it next to me when I need assistance.
5 of 8 people found the following review helpful
Move along, nothing to see here 20 April 2010
By chungking - Published on Amazon.com
Format: Paperback
The relevant, useful, non-obvious content of this book could be summarized in a two page article, if that. I'm looking at the book right here, in front of me, and I still can't see how they filled up 250+ pages. This book leaves me more convinced than ever that email is yesterday's technology, and that the future of digital marketing is through other channels.

If you just can't resist, then do what I did: check it out at the library first, before putting down your hard-earned money to buy.
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