E-mail marketing, the electronic descendant of direct mail, has changed the way businesses communicate with customers. The problem is that many marketers misuse it. Enter Chris Baggott, who brings to the table years of experience both in marketing and with e-mail software. Writing with Ali Sales, he provides a solid presentation of the topic and plenty of real-world examples showing how companies have used industry-tested e-mail techniques to attract and retain clients. This guide includes input from other e-mail experts and users, offering readers a variety of helpful opinions and handy pointers for measuring the success of an e-mail campaign by looking at the numbers. getAbstract recommends this eminently practical, direct book to anyone looking to find more effective ways to influence buyers.
In this summary, you will learn
- How to conduct a productive e-mail marketing campaign
- What lessons successful e-mail programs teach
- Why customer engagement, segmentation, testing and measurement are important
About the Authors
Chris Baggott founded ExactTarget, an e-mail software firm, and he is the CEO of the blogging software company Compendium, where Ali Sales is co-founder and president.