3.0 out of 5 stars
Good reference book, not well written, though, 18 Sept. 2007
There isn't a single aspect to email marketing that is not being covered in 'Total E-Mail Marketing'. From list building to bounce handling, from legal constraints to result tracking, Dave Chaffey covers all the subjects you would expect to find in this book. Yet, is it an engaging read? Unfortunately, it is not.
There is no doubt that Dave Chaffey is an experienced online marketing professional. And he has made an honorable attempt to compress all there is to know about email marketing into the 248 pages of this book. So if you're looking for a reference book to quickly look up what you need to know about RSS or subject line creation, then this book is the right choice for you. However, if you're looking for an all-encompassing view on selling products or services via email, then 'Total E-Mail Marketing' will probably give you a hard time. Chaffey's style does not entice the reader to think about his subject matter. Instead he keeps piling up all the material he could get a hold of - test results, reports, studies, customer feedback - without providing any overarching philosophy or strategy to follow. If email marketing was as boring as reading through this book, I don't think anyone would volunteer to do it professionally.