Marketing with E-Mail: A Spam-Free Guide to Increasing Awareness, Building Loyalty and Increasing Sales

Overview

E-mail offers broader reach, higher measurability, quickerdelivery, and easier consumer feedback for lower cost than any othermarketing medium. So it's no wonder why e-mail has been exceeding firstclass mail 7 to 1 in volume since 1998. Marketing With E-Mailprovides detailed advice on how to expand and improve marketingopportunities, communications, and on-line relationships with this valuabletool. Readers are guided through a step-by-step process of creating andimplementing an ...
See more details below
Available through our Marketplace sellers.
Other sellers (Paperback)
  • All (14) from $1.99   
  • New (4) from $33.95   
  • Used (10) from $1.99   
Close
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$33.95
Seller since 2009

Feedback rating:

(52)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

New
OFF THE PRESS NEW/This informative PB ships within 24 hrs(Blank Book Plate Inside)

Ships from: Jonesboro, GA

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$38.42
Seller since 2014

Feedback rating:

(266)

Condition: New
Brand New Item.

Ships from: Chatham, NJ

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$50.00
Seller since 2014

Feedback rating:

(149)

Condition: New
Brand new.

Ships from: acton, MA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
$76.78
Seller since 2013

Feedback rating:

(89)

Condition: New
PAPERBACK New 1885068514.

Ships from: San Mateo, CA

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
Page 1 of 1
Showing All
Close
Sort by
Sending request ...

Overview

E-mail offers broader reach, higher measurability, quickerdelivery, and easier consumer feedback for lower cost than any othermarketing medium. So it's no wonder why e-mail has been exceeding firstclass mail 7 to 1 in volume since 1998. Marketing With E-Mailprovides detailed advice on how to expand and improve marketingopportunities, communications, and on-line relationships with this valuabletool. Readers are guided through a step-by-step process of creating andimplementing an e-mail marketing plan for their specific needs.

Topics include e-mail newsletters, on-line networking, signature files, ande-mail promotions. Small businesses will appreciate information on how tolevel the playing field with larger competitors by leveraging the uniqueopportunities available through e-mail. Also discussed are the differencesbetween unsolicited commercial e-mail, anonymous build e-mail, and validcommercial e-mail. Included with the book is your personal passwordnecessary for accessing the companion Web site which providesup-to-the-minute Internet marketing news, expanded information, and otherhelpful online marketing resources. This book/Web site combination isunbeatable!

This book will help you:

  • Use the power of e-mail effectively and responsibly
  • Increase your profits through better lead generation/qualification
  • Avoid annoying potential customers with inappropriate e-mail marketing
  • Learn from others who are succeeding through e-mail online
  • Stay current with the latest trends through the "members only" companionWeb site
Read More Show Less

Editorial Reviews

Booknews
Kinnard (a consultant) offers advice on using e-mail to expand and improve market opportunities, communications, and on-line relationships. This new edition includes updated information on e-mail newsletters, on-line networking, signature files, and e-mail promotions. Also discussed are the differences between unsolicited commercial e-mail, anonymous bulk e-mail, and valid commercial e-mail. The book comes with the material necessary for accessing a companion Website featuring current Internet marketing news. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Read More Show Less

Product Details

  • ISBN-13: 9781885068514
  • Publication date: 11/28/2000
  • Edition description: 2ND, REVISED
  • Edition number: 2
  • Pages: 250
  • Product dimensions: 6.98 (w) x 8.93 (h) x 0.76 (d)

Table of Contents

Introduction xvii
What Is E-Mail Marketing? xvii
Who Should Use This Book? xx
How To Use This Book xxi
A History of E-Mail-Based Publications xxiii
Why E-Mail? xxiv
E-Mail and the Right to Privacy xxvii
A Word About Viruses xxix
Make a Plan! xxxi
Resources xxxii
Cheat Sheet: What To Take Away From This Book xxxvi
Part 1 The Tools
Chapter 1 E-Mail Newsletters 2
What Is an E-Mail Newsletter? 3
Key Benefits: One-to-One Relationships, Branding, Added Sales, Market Research 7
Where Will You Get Ideas for Content? Start With an Objective! 8
How to Create Content 12
Copywriting Tips: Pick One or Use a Combination 13
Design a Template 16
You're Ready and Set to GO! 17
Case Study: What's Up @ E-Greetings 17
Resources for Learning about E-Mail Newsletters 21
Resources for Finding Other E-Mail Newsletters and Listing Yours 22
Resources for Finding Content 22
Cheat Sheet: Steps to Build Your E-Mail Newsletter 23
Chapter 2 Discussion Lists 26
But What Exactly Is a Discussion List? 27
Hosting vs. Participating 32
How Will You Host? Free vs. Fee Hosting 34
Define Your Purpose 36
Discussion Lists as a Profit Center 36
Your Reputation 36
Simplify Signups 37
Prelaunch Advice 38
Formatting Your Discussion List 38
Taking the Plunge! 39
Keeping the Troops Under Control 40
Legal Responsibilities 40
Self-Promotion Within 40
Case Study: ISS Group 41
Resources 42
Cheat Sheet: Planning, Launching, and Sustaining a Discussion Group 43
Chapter 3 Online Networking 46
Surf the Web for Networking Opportunities 47
Set Networking Goals 55
Getting To Know All about You 55
Chatter Up! 56
The Art and Science of Schmoozing 58
Get Personal--Contact Others 59
Play by the Rules 61
Resources 61
Cheat Sheet: Engage Your Online Networking Plan of Attack 62
Chapter 4 Signature Files 64
What Is a Signature File? 64
Guidelines for Signature Files 65
Information 69
Test for Clarity 70
Speak Directly to Your Audience 70
A Note about ASCII 71
Test and Measure 72
Setting Up Your Signature File 72
Case Study: Frugal Fun 74
Resources 85
Cheat Sheet: Make Your Signature Files 86
Chapter 5 Autoresponders 88
The Definition of an Autoresponder 89
Make Money While You Sleep! 92
How to Create an Autoresponder 93
The Next Generation: Personalized Autoresponders and Sequenced Messaging 94
What to Put in Your Autoresponder 95
Case Study: Severina Publications 100
Resources 101
Cheat Sheet: Planning an Autoresponder Program 102
Chapter 6 Customer Relationship Management 104
Treat E-Mail Like a Sales Counter 106
Setting Up Your E-Mail Customer Service Plan 107
Automate! 108
Routing Systems 109
Mass Customization 110
Define Your Policy 111
Go Above and Beyond Their Expectations 112
Tracking Postpurchase Satisfaction 113
Ensure Perfect Grammar and Spelling 115
Tell Customers Where To Go for More Information 115
Respond Personally 116
Save Money 116
Follow Through 116
Find Hidden Opportunities 117
Case Study: Brinker International 119
Resources 120
Cheat Sheet: Steps for E-Mail Customer Service 121
Chapter 7 Promotions and Direct E-Mail 123
Collect User Information for Targeted Campaigns 125
Contests and Sweepstakes 127
Submission and Redistribution Services 128
Frequent Visitor or Frequent Buyer Plans 129
Define Your Direct E-Mail Goals 129
To Whom It May Concern 130
Create a Call to Action (and Make It Snappy!) 132
Pretest Different Creative Executions 135
Send, Track, Tailor 135
Case Study: E-Tailer's Digest CyberCelebration 136
Resources 138
Cheat Sheet: Plan Your Direct E-Mail Promotional Campaign 139
Chapter 8 Online Public Relations 141
Make the Press Come to You! 142
Contacting the Media Online 143
Going with a Pro 144
Building Your Own Media Contact List 145
Where To Find Addresses 146
Don't Be a Pest (But Be Persistent) 148
The Rule: An Hour a Day of Online Marketing 149
Case Study: Bootstrapper's Success Secrets 153
Resources 154
Cheat Sheet: Steps to Build an Online Public Relations Plan 156
Chapter 9 Advertising in E-Publications 158
Placing Text Ads in Other Publications 160
What Works? 165
Tailor Your Future Media Buys 166
Cheat Sheet: Placing an Ad Campaign 167
Selling Ad Space in Your Publication 167
The Publisher/Editor Debate 168
Create a Media Kit 168
Case Study: E-target.com 170
Resources 171
Cheat Sheet: Selling Ads 173
Part 2 The Process
Chapter 10 The E-Mail Marketing Rulebook 176
Spam: It's a Four-Letter Word 176
Netiquette--It's All About Sincerity 184
Case Study: How Spam Affects All E-Mail Marketers 188
Resources 188
Cheat Sheet: Do's and Don'ts of Spam 190
Chapter 11 Technical Know-How 192
Hat #1 You, The Technical Whiz 193
Hat #2 You, The Customer Service Representative 205
Hat #3 You, the Editor-in-Chief 207
Putting It All Together 208
Case Study: L-Soft International 209
Resources 211
Cheat Sheet: Technical 1-2-3 213
Cheat Sheet: What to Ask Vendors 214
Chapter 12 Measuring Results 217
Test Variables 217
Setting Up Systems 225
Case Study: The Sharper Image 235
Resources 238
Cheat Sheet: Measuring Your Success 239
Chapter 13 Opt-In List Brokering 240
Set Reasonable Goals 241
Make Sure You Use a Reputable Broker 243
How Do Brokers Build a List? 246
Browse the Database and Target Your Message 247
Your Offer 249
Case Study: Holiday Inn (Bass Hotels) 252
Resources 253
Cheat Sheet: Using Opt-In Brokers to Reach a New Audience 254
Chapter 14 Worksheets 256
Building a Plan...One Step at a Time 256
Questionnaire: Building Your Plan 269
Chapter 15 Top Twenty E-Mail Publications 272
Top Twenty? Says Who? 272
Criteria 272
The List 275
Appendix Idea Starters 292
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted July 25, 2001

    A step-by-step primer on launching an email newsletter

    This author knows from hands-on experience how to create and launch an email marketing program. Whether you want to publish an email newsletter, host or participate in an email discussion list or do straight-up email advertising, this book gives hands on how to guidance!

    Was this review helpful? Yes  No   Report this review
Sort by: Showing 1 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)