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From Barnes & NobleThe Barnes & Noble Review
Once you make a "scout's honor" commitment to only use "opt-in" email—never "opt-out" or (heaven forfend) Spam—you can do amazingly flexible, powerful, profitable email marketing. In Email Marketing, two of the field's leaders show you how, start-to-finish.
These are the details you won't find anywhere else. How to develop an email campaign strategy and objects. Targeting your message. Choosing lists that contain people who've honestly asked to hear your message. Creating your offer. Determining how much email you can send without alienating even the most responsive recipient. Testing your assumptions, formats, lists, offers, subject line, length, tone, response mechanism, and lots more.
You'll discover how to create effective e-Newsletters and e-Promotions, how to advertise in other people's email, and how to measure your results. Sterne and Priore also offer new insight into writing great email copy (it's not the same as other direct mail). For instance, you'll learn how to leverage great new ideas such as "implanted context theory"—the "realization that each step in the persuasion process is delivering a mind with a changed context to the next step." This is breakthrough stuff. If you've even considered honorable, opt-in email marketing, you gotta read it.