The Complete Guide to E-mail Marketing: How to Create Successful, Spam-Free Campaigns to Reach Your Target Audience and Increase Sales


Researchers estimate that e-mail marketing revenues have recently surpassed $1.8 billion dollars annually. Are you getting your share? According to Jupiter Research, 93 percent of U.S. Internet users consider e-mail their top online activity. E-mail is a fast, inexpensive, and highly effective way to target and address your audience.

Companies like Microsoft,, Yahoo, as well as most Fortune 1000 firms are using responsible e-mail marketing for one simple reason. It ...

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The Complete Guide to E-mail Marketing: How to Create Successful, Spam-free Campaigns to Reach Your Target Audience and Increase Sales

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Researchers estimate that e-mail marketing revenues have recently surpassed $1.8 billion dollars annually. Are you getting your share? According to Jupiter Research, 93 percent of U.S. Internet users consider e-mail their top online activity. E-mail is a fast, inexpensive, and highly effective way to target and address your audience.

Companies like Microsoft,, Yahoo, as well as most Fortune 1000 firms are using responsible e-mail marketing for one simple reason. It works! And it generates profits immediately and consistently!In this new groundbreaking book you will learn how to create top-notch e-mail marketing campaigns, how to build stronger customer relationships, generate new qualified leads and sales, learn insider secrets to build your e-mail list quickly, deal with spam filters, and the optimum days and times to send your e-mails.

You will have step-by-step ways to:

* Build your business quickly using responsible, ethical e-mail marketing

*Leverage your current Web site, using auto responders

* Write effective e-mail advertising copy

* Develop newsletters

* Write winning subject lines

* Get high click-through rates* Format your messages

* Put the subscription form on your site

* Use pop ups

* Use single or double opt-in subscriptions

* Increase the response rate of your offer dramatically

* Format your e-mail so that it will be received and read

* Choose between text or HTML e-mail (and why)

* Reduce advertising expenses

* Have measurable marketing results with instant feedback

* Automate the whole e-mail marketing process

In addition, we spent thousands of hours interviewing, e-mailing, and communicating with hundreds of today s most successful e-mail marketing experts. This book contains their secrets and proven successful ideas, including actual case studies. If you are interested in learning hundreds of hints, strategies, and secrets on how to implement effective e-mail marketing campaigns and ultimately earn enormous profits, then this book is for you.

Atlantic Publishing is a small, independent publishing company based in Ocala, Florida. Founded over twenty years ago in the company president’s garage, Atlantic Publishing has grown to become a renowned resource for non-fiction books. Today, over 450 titles are in print covering subjects such as small business, healthy living, management, finance, careers, and real estate. Atlantic Publishing prides itself on producing award winning, high-quality manuals that give readers up-to-date, pertinent information, real-world examples, and case studies with expert advice.  Every book has resources, contact information, and web sites of the products or companies discussed.

This Atlantic Publishing eBook was professionally written, edited, fact checked, proofed and designed. The print version of this book is 290 pages and you receive exactly the same content. Over the years our books have won dozens of book awards for content, cover design and interior design including the prestigious Benjamin Franklin award for excellence in publishing. We are proud of the high quality of our books and hope you will enjoy this eBook version.

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Product Details

  • ISBN-13: 9781601380425
  • Publisher: Atlantic Publishing Group Inc.
  • Publication date: 10/13/2007
  • Pages: 288
  • Sales rank: 941,826
  • Product dimensions: 5.90 (w) x 8.80 (h) x 0.80 (d)

Table of Contents

Foreword     9
Introduction     13
Who is this Book for     14
How this Book is Organized     15
Benefits of Using E-mail     18
History & Understanding of E-Mail Marketing     21
Online Marketing     24
Internet Marketing     25
E-mail Marketing     26
Internet Advertising     27
Types of Online Advertisements     28
Understanding Banner Advertising     28
Static vs. Dynamic vs. E-mail     30
E-mail Marketing vs. Spam     32
Introduction to E-mail Marketing     35
E-mail Marketing is Ideal for     36
E-mail Marketing is Not Ideal for (Nor Will it Work For)     36
E-mail Abuse and Spam     37
E-mail Marketing Walkthrough     38
Plan your E-mail Marketing Campaign     38
Target your Audience & Content     39
Write & Design your E-mail     39
Set up your Online Mail Distribution Method     40
Review your E-mail List     40
Test your E-mail     41
Schedule your E-mail Blast     41
Send your E-mail Blast     41
Analyze Results     42
Spam, Spam, Spam!     45
Phishing     46
CAN-Spam Act     47
CAN-Spam Act Requirements     48
Spam Tools     50
Opt-In and Opt-Out     63
Opt-In and Opt-Out Concepts     63
How to Create & Grow Your E-mail Lists     69
Proven Methods to Grow your E-mail List     70
How to keep People from Unsubscribing from Your E-mail List     77
How to Design an Effective E-mail Campaign     79
E-mail Campaign Basics     80
Developing an E-mail Marketing Campaign     81
HTML vs Text Format     83
Options for E-mail Marketing Service Providers     85
All-in-One E-Mail Marketing Service Providers     87
E-Mail Marketing Specialists     90
Mass E-Mail Marketing Software     91
E-mail Marketing Director Overview     92
Who is E-mail Marketing Director for     94
What can you do with E-mail Marketing Director?     94
Other Mass E-mail Applications     95
Target & Segment Your Audience     101
When Not to Use Targeting & Segmentation     101
When to Use Targeting & Segmentation     102
Personalization      103
Collecting Demographic Data     104
Maintaining Multiple Lists     105
How to Write an Effective E-mail     113
HTML vs Text Format     113
How to Design an HTML E-mail     114
Tools and Advice for Creating your E-mail Masterpiece     116
How to Design a TEXT Based E-mail     121
Auto-Responders     123
The Subject Line     133
Basic Rules for Writing Subject Lines     135
Do's and Don'ts when Creating your Subject Line     136
When to E-mail, How Often, and What Time     141
What Day of the Week is best to E-mail     141
What Time of the Day is the Best to Send E-mail Campaigns     142
How to Determine the Frequency for E-mail Campaigns     143
The Future of E-mail Marketing     145
Search Engine Optimization     147
Successful Search Engine Optimization     148
Meta Tag Definition and Implementation     149
The Title Tag     151
The Description Tag     151
The Keywords Tag     152
The Robots Tag     153
Other Meta Tags     154
ALT Tags     154
How to Use the Correct Keywords      155
Optimization of Web Page Content     156
Optimize your Web Site     157
Web Site Optimization Tips, Hints, and Secrets     158
Web Design & Optimization Suggestions     161
How Do Search Engines Work?     164
Using a Search Engine Optimization Company     165
Search Engine Registration     167
Search Engine Optimization Checklist     170
Free Web Site Search Engine Submission Sites     171
Additional Free Web Site Optimization Tools     172
Web Site Design and Optimization Tools     172
Summary     175
Top Reasons to Follow the Guidelines in this Book     175
E-Mail Marketing Case Studies     177
Industry Hints, Tips, & Secrets     195
Author Biography and Dedication     267
Glossary     269
Index     285
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Sort by: Showing all of 15 Customer Reviews
  • Posted February 23, 2010

    Email Marketing Demystified

    Author Bruce C. Brown has done the reader a great service in his book "The Complete Guide to E-mail Marketing." This practical and detailed guide to one of the Information Age's premier marketing tools helps demystify the mysteries surrounding it. Although written in a style that is easily accessible for the beginner, the book provides valuable information for anyone, even the most experienced entrepreneur, who wishes to improve his product's visibility.

    One of the strengths of Brown's approach to the subject is his organization. The chapters and topics within them are grouped in such a way that the reader almost feels like he is following a step-by-step approach to a marketing campaign with enough detailed groundwork inserted along the way to keep him from stumbling. Especially useful are the case studies used to illustrate the subject matter in real-life situations. I also have to commend the author for carefully pointing out the pitfalls beginners often fall into such as spamming. Equally helpful is the reminder to conduct your business with integrity by quickly honoring requests by receivers of your campaign's e-mails to be removed from your list.

    Brown has given us more than a one-time read. Instead, he has provided all of us who have an online presence with a valuable resource that we can turn to again and again.

    Rating: 5 stars

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  • Posted January 29, 2010

    Good start to marketing

    "The Complete Guide to E-mail Marketing" is a good introduction to getting your marketing message out if you are new to using the web and internet promotions.
    The first few chapters of the book spend too much time explaining things that are pretty common. The second half of the book, though, makes up for this. Bruce C. Brown offers a variety of great tips for creating and making the best use of an e-mail marketing campaign.
    The highlights of the book included information on how to create a targeted e-mail list and the technical aspects of e-mail marketing - things that are easy to overlook when starting a new marketing process.
    Some of the chapters are a bit wordy, but this book would serve as a great reference to someone with a small business and little marketing experience.

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  • Posted January 29, 2010

    Review of Complete Guide to Email Marketing

    Bruce Brown is an experienced email marketer with a lot to teach a beginner. This guide doesn't assume that the reader has experience, though; instead, Brown takes the time to define terms and explain how the process of email marketing works-and doesn't work. He even includes case studies later in the book to show exactly what the true potential of this technique really is.

    The book is easy to read, too. A clear table of contents provides an excellent starting place, but the whole book is laid out in direct language (not insider or technical language), with many bullet points, graphics and insets that make information easy to find and to read. The reader can easily find and absorb what he or she needs.

    One of the most important things this e-book does is to thoroughly explore the differences between email marketing and spam. Brown has a clear grasp of the history, legislation, and effectiveness of both email marketing and spam, and is strongly committed to teaching others how to do it right-to market effectively while avoiding spam altogether. A new marketer should definitely take the time to read those sections and learn the very important differences between the two.

    In fact, one of the most admirable elements of this book is the high ethical standards Brown insists upon at every step. He insists up on things like, "You are not supposed to send information that your email list will have no valuable use for," (p 42). Pages 36-37 include a bulleted list of ways in which email marketing should never be used because it would be unethical.

    The information in this book is valuable, but it's the user-friendly layout and high ethical standards that earn this book 5/5 stars.

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  • Posted January 4, 2010

    The Complete Guide to E-Mail Marketing

    Bruce C. Brown's The Complete Guide to E-Mail Marketing is a comprehensive informative guide for those who are already comfortable using e-mail marketing in their businesses. I consider it a background book for those who are familiar with the territory and who possess a good understanding of how internet marketing works. If you are running a business and are familiar with the difference between HTML and text e-mail then this book should confirm what you already know. It addresses certain issues such as spam, opting in and out, search engine optimization, targeting and segmenting the audience and most importantly legal issues associated with e-mail marketing.
    The section on segmentation of e-mails was particularly interesting because it demonstrated how to target an audience. Brown says, "Targeting allows you to narrow the recipient list to those who you think will have the most interest and are most likely to respond to your e-mail (102)." The sections on the history of e-mail and the case studies also strengthened the overall work. Nonetheless, the small business owner desirous of hands on step by step help will have to go elsewhere due to the fact that templates are not provided. In fact one runs into a list of stipulations and is directed to a list of web sites in the chapter dealing with how to write an effective e-mail. This may be sufficient for some, but frustrating for the novice and uninitiated.
    The introduction, case studies , helpful web sites and search engines, and history were the high points and the realization that one might have to hire a consultant and engage in more research in order to actually launch an effective e-mail campaign were the most immediate drawbacks. The frequent digressions and first person interjections were also distracting. I give it four out of five stars.

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  • Posted December 21, 2009

    The Bible

    This book should be the Bible for anyone seeking to market their business or products through the use of e-mail. While the average business owner doesn't have the computer savvy to go it completely alone, this book explains all the options: software programs, all-in-one providers and other e-mail marketing possibilities. The advice in the book is well-organized, simple and clear. In short, this is a good book for the beginner or those who are not satisfied with their current e-mail marketing campaign.

    The entrepreneur gets more than guidance on software and e-mail solution providers though. You get specific recommendations about how to write an effective e-mail and the best ways to target your audience. The author always points to studies and other sources verifying his statements. The book even explains the best days of the week and times to send e-mails.

    SPAM! The author tells you how to avoid inadvertently becoming a spammer or having your email hijacked by spammers. The laws about SPAM are explained as are the dirty secrets of the harvesting, sale and purchase of e-mail lists. That activity can be illegal and won't do much to help grow your business, Brown says. Use this book to make your e-mail marketing campaign a success!

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  • Anonymous

    Posted June 25, 2008

    This book delivers the goods!

    Most books that promise to be the only manual you need to succeed, do one of two things either deliver the goods or not. Brown¿s Email Marketing Guide delivers and more. While some authors make a point of burying valid information towards the back of the book, Brown makes a point of introducing the material in an orderly and logical manner. Brown has put together one of the most thorough and complete books on the vast subject of email marketing. I will definitely recommend it to my friends and business associates.

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  • Anonymous

    Posted March 3, 2008

    How to ethically market through email

    With the passing of the CAN-SPAM Act in 2003, it has grown more difficult to legitimately market through email. This book addresses this issue and many others with regard to email marketing. Mr. Brown provides a comprehensive guide to marketing your business or product through email, while navigating spam filters. This book is written for legitimate businesses with legitimate products and services to sell. Mr. Brown describes how to grow your business through your website. Additional topics covered include how to write an effective sales email, search engine optimization (SEO), and to effectively target your emails. The book includes a glossary of terms and numerous case studies.

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  • Anonymous

    Posted February 5, 2008

    Email Marketing Guide

    I liked this book. It is available for just about anyone. Whether you are an online merchant or a traditional retailer. There is something there for you. We are given an in depth history of the internet. I never knew it was first used by the military. Then there are when the first emails were sent. Totally mind boggling. Bruce gives us the low down on four major areas of online marketing: Paid search advertisements 'pay per click', Banner adverts, Classified ads, and Email marketing. Interweaved within all this are case studies that show how the best systems work. Chapter 15 is jam packed with them too. The author, Bruce Brown teaches how to write an effective email. He starts with the subject line then gets around to the best day to send it. We all know why Mondays are not a good day and most of us can figure out why Fridays are not another good day. Wait till you find out which is the best day and why. The best time for sending emails are 7am-10:30am. We also get a free treat. That is website optimization tools and some web design helps. The addresses are all in his book. As usual Bruce gives us a glossary. But because this book is such an easy read you won¿t need it. I think it is there just in case.

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  • Anonymous

    Posted November 26, 2007

    Business before pleasure

    As a loyal fan of Internet related business, I was expecting from this book too much. And once again, I was put back on the ground by the strict order of the book and its complete worldliness. Moreover, it looks rather Spartan. However, the book is by no means simple. On the contrary, compared to other web-based businesses e-mail marketing seems a more difficult area to succeed. I¿d rather say that the target audience/customers of this issue are people, who have already had their web-based business and long to start another one. And in this respect, the book is very good! Usually, businessmen think they know everything about their trade, especially if they prosper. But when they want to expand the business, they face many problems. And one of the ways to solve them is to read the book. Nicely structured, not a guide but a real encyclopedia of e-mail marketing with wonderful case studies, history retrospective and loads of useful links. Definitely, this book is written by a professional and information here is not ¿phishing¿!

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  • Anonymous

    Posted November 27, 2007

    Excellent resource book!

    This is one of the best resource books for internet business I¿ve found. Brown has created a book with a wealth of information for the small online business owner. Not only has he included tips, ideas, and resources but, he also lists the advantages, disadvantages, and features of each of the programs and resources he suggests. He doesn¿t stop at email marketing either. Brown includes helpful suggestions on many other aspects of doing business online, especially Search Engine Optimization. Another excellent feature of The Complete Guide to Email Marketing is the included case studies. There are a ton of ideas and information by other business pros included throughout the book. Everything you need for your business email campaign is in here. Information on spamming laws, creating effective email content, targeting the right audience, when to send emails, and creating email lists are just a few of the subjects presented in this book. I highly recommend this book for those just getting started as well as for those looking to boost their email campaigns effectiveness.

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  • Anonymous

    Posted December 11, 2007

    Simple Steps for E-Mail Marketing Success

    When you think of unsolicited e-mails that provide information, you think spam, right? That's what I thought, until I read this book. In reality, e-mail marketing can be an extremely useful marketing technique for legitimate comapnies if it is done right, and can match people with specific interests to services or products that they will actually benefit from. In his book, Bruce C. Brown simplifies the steps to setting up an e-mail marketing campaign for a small or large company, and tells which companies will benefit the most. He admits that it is not for everyone, and explains the difference between spam and a focused, results-oriented e-mail campaign. In an increasingly technology driven world, this book is a must-read for anyone interested in marketing their business on the internet. As someone who knows little about the vast world of internet jargon, this book simplified everything for me from HTML coding to the history of the internet, starting from the 1960's. I found this book to be informative and hit the high points of e-mail marketing, and it provided a step-by-step account of how to launch a successful marketing campaign. Brown has personal experience with e-mail marketing and shares certain downfalls and successes that he ran into with his own business. He gets right down to the details like what to put in the subject line of your e-mail to attract reader's attention and ultimately more customers to your business. Some of the chapter titles include Opt-in & Opt-out, How to Create & Grow your E-Mail Lists, Target & Segment Your Audience, and The Future of E-mail Marketing. Brown devotes a whole chapter to spam, explaining the difference between this and legitimate e-mail campaigns, and he also includes case studies and an easy-to-understand glossary of technical terms. This book provided me with useful insight into the world of e-mail marketing, and I would highly recommend it to anyone interested in promoting their company or even just anyone who wants to learn more about the internet.

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  • Anonymous

    Posted October 3, 2007

    E-Mail Marketing Explained

    The Complete Guide to Email Marketing is exactly what its title states: a complete reference guide for those looking to use email marketing. Written with the small business owner in mind, this book provides all of the tools necessary to plan, test and implement a successful email marketing campaign while avoiding spam filters and offending potential customers. The Complete Guide to Email Marketing offers a broad introduction to email marketing while remaining comprehensive. It runs through the basic components of an email campaign, shares the types of businesses email marketing will NOT work for (Very Helpful!) and prepares the reader for what is required to create and maintain an effective email address database. Of special note is the information devoted to Search Engine Optimization (SEO). SEO has become such a buzz word among web developers and site managers that it was refreshing to have the basic techniques and requirements explained in clear language. The only downside to this book is its sheer size. For the busy small business owner, forced to wear a myriad of hats on a daily basis, this book may have too much information. While the background information is a helpful and extensive resource, it may overwhelm a reader just looking for the tools to run a successful and legal email campaign. On the whole, The Complete Guide to Email Marketing is an essential resource for anyone doing business online. Though it requires a little work, a successful email campaign can be the keystone of business growth.

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  • Anonymous

    Posted September 24, 2007

    excellent overview of e-mail marketing

    Strongly written and enjoyable, The Complete Guide to E-Mail Marketing is an excellent resource for anyone hoping to kick off an e-mail marketing campaign. By clearly delimiting the boundaries between acceptable e-mail marketing and aggravating spam, the author does a service to businesses uncertain of how to best disseminate their message (not to mention to internet users worldwide tired of receiving junk mail rather than targeted marketing). Brown takes the reader through the process of creating an email marketing campaign from start to finish, with especially effective chapters on targeting and segmenting the audience and search engine optimization. As someone who had never before been involved in an e-mail marketing campaign, I found the book easy-to-understand and chock-full of useful information. After reading this book, I feel confident in my ability to launch an e-mail marketing campaign, and know that I will keep this book on my desk as a frequently used reference. The detailed explanations of the different online marketing tools available (pay-per-click, banner ads, classified ads, and e-mail marketing) provide a strong introduction to those new to the field, and set the stage for Brown¿s focus on e-mail marketing as the most effective of these tools. The conversational style and depth of knowledge Brown demonstrates set this book apart from others addressing the same topic. The pace is fast and smooth, with little needless repetition to detract from the overall message. Whether you are an experienced online marketer looking to hone your skills, or a newcomer hoping to get started on the right foot, this book will prove an invaluable resource as you develop and implement your e-mail marketing campaign.

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  • Anonymous

    Posted February 25, 2010

    No text was provided for this review.

  • Anonymous

    Posted June 20, 2009

    No text was provided for this review.

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