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From the Back Cover
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
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Customer Reviews
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.
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.
Listmania!
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