Paperback. Pub Date: 2000 Pages: 320 Publisher: John Wiley The most powerful tool for Marketing. Anding. Direct response and building the customer relationships is email. It's cheap and easy-to-use and almost everybody on the Internet has an email address. The only problem is that not everyone knows how to use it correctly. Sending out a bad email not only discourages potential customers but can also damage your and and your reputation. Written by the leading experts on Internet direct marketing and permission email marketing. this book arms you with the latest email strategies and techniques to help you dramatically improve response rates and forge lasting customer relationships. The authors provide a comprehensive introduction to what email marketing is and how it can be used to reach a larger group of people at a lower cost. You'll discover the ins and outs of creating an...

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In these days of fancy, sometimes over-designed Web sites, banner advertising and TV advertising, we often forget that everyone on the Internet has an e-mail address too, and so e-mail has huge potential as a marketing tool. This book aims to remind us of this fact, and that as a cheap, easy to use tool, e-mail can be one of your online business's best assets. The authors are keen to point out that they are not advocating spam (huge numbers of cloned e-mails indiscriminately sent to tens of thousands of people), but targeted, well-constructed marketing messages. To make effective use of e-mail as a marketing tool you need a strategy rather than a splatter gun, and one chapter of the book talks you through the process of designing one.

You also need to know how to write a good e-mail, and one of the book's key sections takes you through the do's and don'ts from the wording of the header right through to how to sign off. Examples from the real world are included so you can see how the big guns do it. Standard e-mails are not your only option, and the book devotes space to alternatives such as e-newsletters and e-promotions. Both can help people feel an affinity with your Web site, while e-promotions offer something free in return for a site visit perhaps money off a purchase for example.

The book explores other avenues too, such as getting mailing lists together, and doing market research to help you improve. Sterne and Priore cover their ground well, write in an easy style, and encourage you to do a lot of thinking for yourself. --Sandra Vogel

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