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Product Description
In these days of fancy, sometimes over-designed Web sites, banner advertising and TV advertising, we often forget that everyone on the Internet has an e-mail address too, and so e-mail has huge potential as a marketing tool. This book aims to remind us of this fact, and that as a cheap, easy to use tool, e-mail can be one of your online business's best assets. The authors are keen to point out that they are not advocating spam (huge numbers of cloned e-mails indiscriminately sent to tens of thousands of people), but 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 one chapter of the book talks you through the process of designing 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 right through to how to sign 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. Both can help people feel an affinity with your Web site, while e-promotions offer something free in return for a site visit perhaps money off a purchase for example.
The book explores other avenues too, such as getting mailing lists together, and doing market research to help you improve. Sterne and Priore cover their ground well, write in an easy style, and encourage you to do a lot of thinking for yourself. --Sandra Vogel
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"...this book empowers every business..."
"...gives a well–detailed and skillful insight into developing highly cost–effective and personal campaigns" (Marketing, 4th January 2001)
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To understand why spam is so despised, you have to understand something about email. Read the first page
Concordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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