Email Marketing: Using Email to Reach Your Target Audience and Build Customer Relationships

by Anthony Priore and Jim Sterne

Book Overview

The most powerful tool for marketing, branding, direct response, and building customer relationships is email. It's cheap, easy-to-use, and almost everybody on the Internet has an email address. The... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0471383090
• ISBN13: 9780471383093
• Release Date: March 2000
• Publisher: John Wiley & Sons
• Length: 320 Pages
• Weight: 1.24 lbs.
• Dimensions: 0.8" x 7.5" x 9.2"

Customer Reviews

Building a business, one online customer at a time

Jim sends us in the cyberworld of email marketing. He stresses building customer relationships with your targeted audience. More importantly, retention. Let's keep them coming back for more!

The nuts and bolts of opt-in e-mail marketing...

"Email Marketing: Using E-Mail to Reach Your Target Audience and Build Customer Relationships" contains a wealth of information on using opt-in e-mail to grow business. It covers the negatives of unsolicited e-mail (or spam) and the positives of opt-in and opt-out e-mailing, crafting an e-mail campaign, writing attention-getting e-mail and testing response to a campaign. It also discusses producing effective e-newsletters and e-promotions, advertising in other people's e-mail and how to use persuasion techniques in messages.When a Web site offers the opportunity for a person to enter an e-mail address on the company site and receive promotions, newsletters or other information, they are using opt-in e-mailing. Opt-in (or permission based) e-mail advertising, is stressed throughout the book. "Email Marketing" goes into the nuts and bolts of opt-in to show how to do it well. It is filled with first-hand accounts from a diverse group of companies on how they use opt-in e-mail to stimulate business. The book also shows several Web sites and documents used in direct marketing.Companies considering the use of e-mail sales messages as a marketing tool to build a client base for their businesses should look at this book first to see how to use e-mail effectively without spamming and hype. "Email Marketing" covers the positives and negatives of using e-mail to capture prospects and customers."Email Marketing" is no flimsy tome on spamming. It is a serious attempt to help businesses use the positives of e-mail to increase their customer base. Without using technical jargon, "E-Marketing" covers the thorny problems of setting up e-mail format to relate to many different messaging programs. Reading this book is an excellent first step to create a successful e-mail campaign.

Must read before sending out your 1st email

This book gives some handy guidelines as to what to do (and more important: what NOT to do) with email campaigns. Although the book keeps telling you to use a particular opt-in email list (it almost looks like the author has some stock in this list), it's a very useful book to start with. It will not give any technical details on how to realize an email campaign, but there are other books about this subject. Prior to reading this book I did not have a lot of experience with Email Marketing (other then a "victim"). I would really advice anyone in this situation to read this book before sending out any email. It really got me started on the subject and I know ordered several other books for a more detailed discussion of several aspects.There is some discussion about how to answer email send to you. However, most of the book is focussed on sending out (batches of) emails to you clients/prospects to get them to do something (most of the time visit your website or place an order)This books is a real *must* read for anybody wanting to use email as a marketing tool. It will prevent you from making numerous of costly mistakes and it will give you plenty of tips and hints you probably didn't think off.

A Course on Creative and Disciplined E-Mail Marketing!

Veteran writers Jim Sterne and Anthony Priore have written Email Marketing to share with their readers a number of profitable e-mail correspondence design concepts and marketing strategies they can use to effectively communicate with their intended online audiences. Readers will learn about some popular uses of e-mailing such as sending product announcements, announcing special offers, delivering customer service announcements, distributing surveys, and pointing intended audiences to Websites and other resources for further marketing purposes. Email Marketing features a broad range of information to assist readers to craft their own e-mail campaigns. Sample correspondence provided in the book demonstrates how easily readers can compose e-mail and link up with existing Websites for maximum marketing impact. Readers will learn about positioning themselves to arouse the interest of their targeted audiences. The authors cite some creative key motivators and themes readers can employ to manage customers to keep them happy, interested, and coming back! E-mail has empowered people to communicate online. The authors instruct their readers to proceed wisely in regards to who they send e-mail to. They adequately caution readers about sending unsolicited email and provide guidance to keep them on the good side of most people. They demonstrate some very legitimate and creative ways to obtain permission to send e-mail, including doing business with services that supply specially created e-mail lists targeting people with specific interests. This book offers a full course on carrying out creative and disciplined e-mail campaigns that can be applied to any business, organizational, and personal marketing effort. Readers will benefit from author experience and other cases studies provided in the book. Must reading for business use!

The perfect tactical companion

Jim Sterne has written a book that every single email marketer MUST read. No jargon, no hype, no sales pitch. Just the facts. And lots of them!Chock full of examples and screen shots, this is the book that people who read Permission Marketing keep asking me to write. Now I don't have to. Thanks, Jim, for doing it for me.