Book Description
E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the authors successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level. Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including:
* Planning effective, integrated e-mail campaigns and e-newsletters
* How to rapidly build a quality house list and select the best tools to manage it
* Ethical and legal constraints in a fast-moving sector
* Design and write HTML and text format e-mails for maximum response
* Getting through the SPAM filters to maximize deliverability
* Targeting, personalizing, measuring and improving e-mail campaigns
* Integrating emerging technologies like blogs, RSS and mobile messaging
* Practical dos and donts
A vital supplement to the authors book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers specializing in e-marketing or not as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.
* Completely updated edition of the bestselling e-mail marketing handbook
* Brand new examples reflect the latest best practice in this fast-moving area
* Tried-and-tested structure offers an integrated campaign perspective, crucial for all marketers wanting to maximize the benefits of e-mail
Customer Reviews:
A Must Read.......2007-05-14
This in-depth book covers all aspects of e-marketing and e-mail. Very comprehensive and informative and will help any interested in learning more about the processes from segmentation to implementation.
Book Description
A growing number of information providers are now online, and as a result being able to produce copy that is suitable for an online readership is of increasing importance. In this text the basic principles of copywriting are covered, along with more specific guidance on writing for online sources. The differences between writing for online and offline are highlighted to enable the reader to distinguish between the two and consequently write the best form of copy for the end source.
Different sources of online content require different approaches, and therefore the author takes a structured approach, taking each of these channels in turn, for example writing for web sites, writing for email, ezines and newsletters, writing for search engines, and writing for online ads. By approaching each topic individually, specific guidance is provided enabling the reader to be properly equipped with the tools required to write the most appropriate copy for the task in hand.
* Helps its readers to write, edit and publish more effective content for the online readership
* Addresses B2B issues as well as B2C - this area is often neglected
* Set out in a clearly structured style to enable readers to scan the material therefore making the content easily accessible
Download Description
Writing and Editing Online has been written specifically for marketers to enable them to produce more effective copy for an online audience. Drawing on a wealth of experience in professional writing, the author provides guidance on the key topics to be addressed and important tips when writing for the web, such as writing for web sites, writing for e-mail, e-zines and newsletters, writing for search engines, and writing for online ads. By approaching each topic individually, specific guidance is provided enabling the reader to be properly equipped with the tools required to write the most appropriate copy for the task in hand. The text stands apart from other copywriting titles in that it is a concise and relevant guide written specifically from a marketing perspective. This ensures that marketing professionals are given guidance on writing relevant copy for their target audiences, and therefore gain maximum benefit from reading thi
Customer Reviews:
Good tips for clear Internet writing........2005-11-15
What traditionally works with paper and pen does not always read well on a computer screen. Despite another reviewer's suggestion that content is no longer king, I have to take him at his word that he did not read the book. It appears that he didn't even take the time to read the sample chapter.
The sample chapter provides tips that more web sites need to utilize. Good web writing is about the reader first and foremost. Search engines matter, but if visitor's to your site don't bother to read the content what's the point? That's what this book is about--getting a vistor's interest piqued enough to read your content.
Read it? No. But Don't Need To.......2005-05-24
"Content is King" was true 2 years ago. Now, spam scraper sites and the inability of Search Engines, especially Google, to identify and exclude these sites have made that untrue.
Your content, no matter how good, can and will be stolen.
Book Description
'eMarketing eXcellence' offers an exciting new approach to help you build a customer-driven e-business. As the core text for the CIM's E-marketing award, the book offers a highly structured and accessible guide to a critical subject, providing a useful reference point for all students and managers involved in marketing strategy and implementation.
A practical guide to creating and executing e-marketing plans, this book combines established approaches to marketing planning with the creative use of new e-models and e-tools. It is designed to support both marketers who are integrating e-marketing into their existing marketing and communications strategies and experienced e-marketers looking to optimise their e-marketing.
The book shows how to:
· Draw up an outline e-marketing plan
· Evaluate and apply e-marketing principles & models
· Integrate online and offline communications
· Implement customer-driven e-marketing
· Reduce costly trial and error
· Measure and enhance your e-marketing
· Drive your e-business forward
As the core text for the CIM's new professional E-marketing Award, it provides comprehensive, critical coverage of the key areas of e-marketing planning for marketing professionals. Established marketing concepts such as customer relationship management, the marketing mix and the widely adopted SOSTAC® planning system, are re-examined in the new media context - and new approaches are defined, including business models, traffic building and web site design.
A highly practical user focused introduction
The most highly regarded author team in this new field
The core text for the CIM's E-marketing award
Customer Reviews:
Great Boook.......2006-11-03
Is a good book have a lot of information and is very professional and easy to read.
Book Description
Search Marketing Strategies focuses on how to make the most from the search engine industry. Concentrating on the strategic element rather than the procedural approach, the author demonstrates how to adapt the tactical techniques, such as paid search, site side optimization and analytics packages, into search strategies in order to achieve marketing or corporate objectives such as branding, sales and customer acquisition.
* Focuses on search marketing strategy rather than search optimization
* Acts as a toolkit for adapting tactical techniques into search strategies
* Written for marketers, therefore the consideration of the topic of search is wholly relevant for the marketing function
Customer Reviews:
concise about branding and bidding for search terms.......2006-01-18
This book might be compared to a recent one by Moran and Hunt, "Search Engine Marketing". Colborn's text is a little more concise. He aims it at a marketing reader, whereas the other book was also directed to someone who knew HTML. Colborn skips any discussion of how to write actual HTML pages in a way suited for search engines to rank well. Instead, he talks more on branding your site and isolating useful words and phrases associated with it, that users might ask a search engine about.
There is also a quick runthrough of bidding strategies on various search engines. Well, realistically, only Google and Yahoo matter. The bidding is for those words and phrases that you defined in your branding.
Good overview for starting search marketing. Needs meat........2005-12-02
PROS:
- Covers the broad spectrum of topics related tto search marketing. Includes terms, vendors, technology, fraud issues, metrics, and glossary. Mostly focused on paid search strategy, terms and tactics.
- Brings you up to the level of strategy and down to the level of tactical implementation of pay for performance tactics.
- If I were starting a position in Search enginge marketing, this would be the book to read. It's like sitting down with an expert teaching me the job of search engine marketing. Great for newbies or executives to get a comprehensive overview.
- If you need to "speak the language" of search engine marketing and be conversant in strategies and tactics, this is the book for you.
CONS
- Would love to see more `insider' tips and case studies. For that, go to MarketingSherpa.com.
- Could be organized better. Didn't flow for me.
- Good overview, but not a lot of information about natural search engine optimization.
- Overpriced at $37
Amazon.com
Observers of the Net have long considered e-mail the medium's killer application. The Eng@ged Customer, by Hans Peter Brondmo, shows why this may be even more relevant for e-commerce endeavors of the future--and sets out various ways that it can be utilized to develop "profitable, loyal and engaged" consumers today. "Whether you're sending individual customers their stock portfolio update at the end of each trading day, writing a gossip column on the music industry, sending special offers or promotions, publishing an industry newsletter, sending a purchase confirmation, or running a gift reminder-and-product-suggestion service, e-mail marketing can do the job," writes Brondmo, founder of a firm that has helped design and implement such programs for companies ranging from Amtrak to Victoria's Secret. A section illustrating how e-mail can foster the "age-old principles [of] personal service and communication" to more fully engage customers, and one with speculations on the future implications of the practice, are sandwiched around the meat of Brondmo's book: specifics on using e-mail to acquire, convert, and retain real business. The highly detailed advice, consistently delivered with the necessary sensitivity to spam, privacy, and other concerns, should prove instructive to executives and managers at every level. --Howard Rothman
Book Description
In the age of the Internet, how do you keep your customers coming back--again and again--when your competitors are always just one click away? How do you turn casual, anonymous surfers into profitable, "engaged" customers?
The answers to these questions can be found in The Eng@ged Customer, written by Hans Peter Brondmo, one of the Internet's best known and most successful direct marketing experts. In this new marketing classic Brondmo introduces readers to the new rules of Internet direct marketing and shows them how to use email to build service rather than marketing relationships.
A visionary in both the technology and marketing arenas, Brondmo has shown more company executives than anyone how to build lasting, profitable, one-on-one relationships with customers on the Internet. His client list includes such household names as Palm, Hewlett-Packard, Victoria's Secret, Amtrak, Wells Fargo Bank, OfficeMax, Wegmans Food Markets, as well as such Internet leaders as CDNow, E-Trade Women.com, Petopia.com, Sparks.com, and eBags.com.
The Eng@ged Customer makes Brondmo's expertise available to executives, managers, and marketers in both Old and New Economy businesses. The book combines a strategic perspective with tactical guidance, showing where and how to invest in order to build an Internet direct marketing program, and how to plan, develop, and implement your program for maximum success.
While sending email messages to customers may sound like a simple process, retailers and marketers all over the world have discovered just how difficult it is to do it well. Let Brondmo show you how todesign email communications and marketing programs that have your customers complaining if they don't hear from youunderstand and manage customer information so that you can "get to know" each and every customer--even if you've got millionsavoid spam and the potential nightmare of privacy violationsanticipate the organizational impact of customer-focused Internet direct marketingdefine, measure, and track your success.
Whether you are an executive or a manager, The Eng@ged Customer will show you:how to keep your customers coming backhow to rise above the increasing Internet clutterhow to become the trusted voice that your customers rely on.
Customer Reviews:
Rather Outdated.......2005-05-28
The book is a decent read for those who aren't familiar with online marketing at all, but if the reader has any experience, they will find this to be a waste of their time.
Most of the examples used in the book seem like they were pulled out of 1999. Most online consumers are sick on marketing filling up their email inboxes. Even those that the customer originally expressed interest in become a chore.
At this point in time, Blogs and RSS feeds should be a new focus of online marketing.
If you are interested in email marketing, I recommend Permission Marketing by Seth Godin instead -- his work is excellent.
The New Rules...of the really obvious........2004-09-08
OK, the book was published in 2000. But it still seems to me that if you call your book "The New Rules..." they ought to be somewhat useful and somewhat timeless. Unfortunately, the "rules" in this book are neither. For example "The e-customer expects to be in control." Well, yah...but so has every customer in recorded history. Auto dealers get a bad rap when they obviously and purposely deny any sense of control. In later chapters we get tips like "Don't send unsolicted messages." Even (back) in 2000 (several years after the first successful anti-SPAM lawsuits) this was a no brainer. Instead, check out Shapiro's "Control Revolution" -- written a year earlier (1999) it's still relevant. If you're new to the discipline and haven't already, check out "Permission Marketing" or "Cluetrain Manifesto." They too provide a sense of history...and a lot more insight.
A real and ethical plan for internet marketing and not spam.......2002-02-28
The authors have put together perhaps one of the best and most complete books on marketing via e-mail on the market today. Note that I said "marketing via e-mail" and not spamming via e-mail. The authors actually address this issue and how to use e-mail marketing in a positive manner where it will be welcomed by the recipient and not instantly deleted. Hans Peter Brondmo is an authority on this issue and is one of the owners of Post Communications, which uses e-mail marketing extensively.
The book details how to move from traditional marketing methods to an Internet based marketing system that concentrates on the efficient and positive use of e-mail. It not only covers how to use it to obtain new customers but guides the reader step by step in how to effectively use e-mail to create and maintain customer loyalty and positive relationships.
This books wraps up other online marketing concepts........2001-12-21
I have read many books on e-mail strategies, viral marketing and permission-based marketing and this one makes the cut.
I figured by reading the book I would get some pretty good analysis of what it takes to run a good e-mail marketing campaign, the pros and cons of various strategies (in house vs. outsourcing) and some "big picture" issues to deal with. The author delivered on that but I wish he had some # crunching and data analysis in it.
If you have read about permission based marketing and viral marketing this is a book that will help to "pull it all together." While some concepts will have been covered by then I know it has helped me in pulling together a strategy long-term for a few websites I want to rollout in the next few years.
Good books to read about viral marketing, in order of preference, are (1) Seth Godin and Permission Marketing (2) Malcolm Gladwell's The Tipping Point and (3) Emanueul Rosen's Anatomy of a Buzz. Kim McPherson's E-mail Strategies That Work book is a good book on e-mail campaigns.
The Best Book Available on Email Marketing.......2001-08-29
The Engaged Customer is, in my view, the best book available on email marketing. Hans Peter Brondmo is a top expert and he pours out his knowledge on every page. Even more, it is well written and keeps your interest.
Average customer rating:
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Book Description
This digital document is a journal article from International Journal of Information Management, published by Elsevier in 2006. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.
Description:
Book Description
This digital document is an article from Indiana Business Magazine, published by Thomson Gale on August 1, 2005. The length of the article is 1470 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: eMarketing: why permission-based email marketing is growing. It's not spam.(MEDIA & MARKETING)
Author: Shari Held
Publication:
Indiana Business Magazine (Magazine/Journal)
Date: August 1, 2005
Publisher: Thomson Gale
Volume: 49
Issue: 8
Page: 36(3)
Distributed by Thomson Gale
Product Description
In "Transparency e-Tools: Healthcare IT That Meets Employer, Consumer and Accreditation Demands," contributing authors describe the challenges of developing Web technologies that support decision-making and promote good health, building effective performance metrics, structuring incentive programs, and getting people to use them. Although there are still many hurdles to overcome, the transparency vision includes an informed, involved and connected healthcare consumer who effectively navigates the Web for decision support, comparison-shopping and healthcare spending management.
In this 55-page special report, HIN's accomplished panel of contributing authors furnish details on the following: The challenges of providing cost and quality information; The Web's evolving role in consumer-driven healthcare; Plan comparison and cost calculator e-tools; Length, detail and utilization of online health risk assessments (HRAs) and incentives for HRA completion; Building buy-in for consumer-driven healthcare initiatives; and much more.
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