Eng@Ged (Engaged) Customer: The New Rules of Internet Direct Marketing - Hardcover

Brondmo, Hans

Hardcover

ISBN 10: 0749921897 ISBN 13: 9780749921897

Publisher: Piatkus, 2001

Synopsis

E-mail is the most powerful direct marketing vehicle that has ever existed. This book contains strategies for using e-mail to create and maintain profitable, long-lasting customer relationships. It contains all the information and tools necessary to start up an e-mail marketing programme.

About this title

Review

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 endeavours of the future--and sets out various ways that it can be utilised 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

About the Author

Hans Peter Brondmo is a pioneer and recognised authority in the emerging discipline of Internet direct-marketing; He is the founder of Post Communications Inc, the leading provider of closed-loop e-mail marketing solutions, and has developed e-mail campaigns for some of America's best-known companies; Educated at MIT, Brondmo is an entrepreneur and popular speaker; Hans Peter Brondmo was born in Norway and lives in San Francisco

Edition details

• Publisher: Piatkus
• Publication date: 2001
• ISBN 10: 0749921897
• ISBN 13: 9780749921897
• Binding: Hardcover
• Language: English
• Number of pages: 268