on 31 October 2012
Every day I get a stack load of mail. Some of it newsletters, some the odd special offer or invite to an event. All of this mail has one thing in common; it comes via my inbox. Waldow and Falls clearly know a thing or two about email - more importantly they know what works as an email and what doesn't work. This is a tacticians handbook to getting emails read and more importantly actioned.
The book goes into a great deal of depth about the structure and appearance of an email - something to be honest I had given very little thought to, but nevertheless is actually quite important. For example whether to have the unsubscribe link hidden at the bottom of the email or at the top in the header - this can signifcantly increase engagement (ie trust) with readers/customers.
There are some great examples from dozens of case studies from big box retailers to small businesses - thankfully these are included as images - so you can see how they work now (as invariably some of the examples will date).
Whilst the book talks about being a rebel, it essentially means test, measure and tweak. Don't merely follow what everyone else is doing. What works for some businesses might work for you or it might not - the Rebel's Guide is not a presciption for increasing your open rate by 30% - rather it tells you what has worked for some, disects why it worked (or didn't) and leaves it to you to decide what that means for your business.
Whilst I do think this is a good book for small business owners who are thinking of sending out promotions or newsletters, its also a good book for the Head of Marketing in a larger business as it will help them get more out of thier creatives and marketing teams.
on 20 May 2013
For a start, there's little rebellion going on here.
Rather, this is volume invites the reader to consider alternative courses of action - and brings to life that well worn phrase: 'one size does not fit all' - before you run off to practice the 'perceived wisdom', consider why this course of action worked in these circumstances.
I would recommend this work.