Successful E-Mail Marketing Strategies: From Hunting to Farming

Overview

Email marketing began as a serious marketing discipline in the late 1990s. Since then, there has been a major seismatic shift in the entire email marketing industry. The standard approach to email marketing—“batch and blast”-- is serious trouble. It simply no longer performs. Subscriber inboxes are overflowing with irrelevant permission-based emails that only annoy. Research shows that 60% of subscribers simply ignore the emails. There are two basic ways to approach email marketing today. First is the traditional...
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Overview

Email marketing began as a serious marketing discipline in the late 1990s. Since then, there has been a major seismatic shift in the entire email marketing industry. The standard approach to email marketing—“batch and blast”-- is serious trouble. It simply no longer performs. Subscriber inboxes are overflowing with irrelevant permission-based emails that only annoy. Research shows that 60% of subscribers simply ignore the emails. There are two basic ways to approach email marketing today. First is the traditional way—“fishing”: massive numbers of identical emails—and dozens of campaigns handled the same way--are sent to relatively unknown subscribers…and analyzed by opens, clicks, conversions, and unsubscribes. Second is “farming”: personalized, relevant email communications to individual subscribers based on a database of demographic and behavioral information. It is possible today to send a different promotional email to every single customer tailored to customer’s preferences, behavior and lifestyle. Furthermore, marketing emails can be interactive. This book goes deeply into the entire business of email marketing based on farming of subscribers. It covers triggered messages, interactivity, retention and loyalty building, relevance, lifetime value, segmentation, viral marketing and testing. It shows how you can combine offline and online purchasing history into a single database to create a 360-degree picture of each individual subscriber in order to speak to him or her with personal knowledge. The methods present here are both very old and very new. Email marketing based on farming brings to today’s electronic age marketing methods that worked when the world was much smaller, and personal loyalty was important in marketing. Email marketing based on farming makes it possible to build and maintain one-on-one relationships with thousands of customers that create bonds of loyalty that keep customers buying for a lifetime. This book shows how to do it profitably.
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Product Details

  • ISBN-13: 9781933199160
  • Publisher: Racom Communications
  • Publication date: 3/1/2009
  • Pages: 395
  • Product dimensions: 6.10 (w) x 9.00 (h) x 1.40 (d)

Meet the Author

Arthur Middleton Hughes is one of the acknowledged pioneers of data base marketing with more than twenty-nine years of experience designing and building marketing databases for more than thirty companies, including wireless and wired Telecoms, banks, insurance companies, retailers, automobile, and Internet companies. He is Vice President/Solutions Architect of KnowledgeBase Marketing (http://www.kbm1.com; www.kbm1.com), a subsidiary of Young and Rubicam. Along with frequent articles in leading industry publications, Hughes has published six best-selling marketing books, including Strategic Database Marketing, 3rd ed. (McGraw-Hill, 2006). Hughes also serves as Senior Strategist at e-Dialog, an e-mail communications firm (http://www.e-dialog.com; www.e-dialog.com). In 1993 Hughes founded The Database Marketing Institute, Ltd. (http://www.dbmarketing.com; www.dbmarketing.com), which maintains the Web site (http://www.telecom-marketing.com; www.telecom-marketing.com), where the charts from this book can be found. Hughes is a popular speaker at Telecom, marketing, and economics conferences throughout the world. Arthur Sweetser is Vice President of Marketing for e-Dialog, a major email marketing provider.
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Sort by: Showing all of 2 Customer Reviews
  • Posted February 28, 2009

    Highly readable and useful --

    Ken MaGill of Direct Magazine said:
    In a case of seemingly perfect timing, a new book is due out March 3 that will help tip the scales in e-mail managers' favor

    In Successful E-mail Marketing Strategies, from Hunting to Farming, Arthur Middleton Hughes, senior strategist at e-Dialog and Arthur Sweetser, chief marketing officer of the e-mail service provider, take readers through a step-by-step approach to implementing database-marketing essentials to improve e-mail's marketing returns intelligently.

    Hughes is traditional database marketing's Great Explainer. Among his achievements was founding the Database Marketing Institute in 1994, which in six years gave two-day seminars to 1,400 database marketing executives. He has a way of explaining concepts such as cost per order and average lifetime value-staples of database marketing-so everyone can understand, calculate and put them to use.

    He also understands everybody's got a lot to do, resources are tight and radically retooling direct marketing programs is not often possible. His writings reflect that understanding by offering suggestions on simple steps marketers can take immediately to get headed down the right path.

    Sweetser is no slouch either. Like Hughes, he has more than 20 years experience in direct marketing, many of them at S&H Greenpoints. He also did stints at Gearon Hoffman Advertising in Boston and Ogilvy and Mather where he worked on national accounts, such as American Express, Nynex, AMD Sony Professional Products and Bank of Boston.

    Hughes and Sweetser have the perfect backgrounds to deliver much-needed database-marketing advice to e-mail managers while taking into account the channel's differences from traditional direct marketing.

    The book's from-hunting-to-farming thesis contends that those who cultivate their customer e-mail lists using database marketing-the minority of marketers these days-can spot and exploit profitable list segments and send messages to them that result in higher opens, clicks and conversion rates than those who blast their entire files.

    E-mail managers don't need a new marketing philosophy. They need an old marketing philosophy with proven metrics explained in a way that allows them to weave it into their e-mail programs and get more out of their increasingly hard-to-acquire customer e-mail addresses.

    "Successful Marketing Strategies" doesn't just tell readers they should send relevant e-mail. It explains how to achieve relevance and measure it. It explains old-school concepts such as how to market using recency, frequency and monetary value. It explains calculating customer lifetime value and the cost to acquire a new customer, and how to use that information in easy-to-understand terms.

    It also covers topics unique to e-mail marketing, such as crafting effective subject lines and harnessing the power of transactional messages.

    Besides being extremely timely, "Successful Marketing Strategies" is highly readable and, most importantly, useful. And that's the best compliment a trade book can receive.

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    Posted July 2, 2009

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