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Effective E-mail Marketing: The Complete Guide to Creating Successful Campaigns
Herschell Gordon Lewis AMA COM Books New York, NY 2002 272 pp. ISBN 0-8144-7147-1
US$24.95 (paperback) www.amacombooks.org
Keywords Marketing, Communication, Electronic mail
Review DOI 10.1108/07363760310489733
Electronic campaigns have become so inexpensive, far reaching, and easy to implement that nearly every business seems to be attempting to contact its target customers though e-mail marketing. Each day, buyers are being barraged with a bevy of competing marketing messages that merely provide clutter in an already competitive world. This amassment of usage of e-mail messages only appears to be escalating as some researchers estimate that by the year 2005 there will be as many as 35 billion commercial e-mails sent every day. So how can your company create an e-mail campaign that remains visible and competitive?
Herschell Gordon Lewis is able to answer this question by giving the reader specific strategies, examples, and useful tips on mounting a successful e-mail initiative. The book is not derived from esoteric theories and an excess of technical jargon. Instead, by drawing on years of experience in direct marketing, testing alternatives, and providing case...