The Eng Ged Customer : The New Rules of Internet Direct Marketing - Softcover

Brondmo Hans Peter

Softcover

ISBN 10: 0749922370 ISBN 13: 9780749922375

Publisher: Judy Piatkus(publishers) Ltd, 2000

Synopsis

E-mail is the most powerful direct marketing vehicle that has ever existed. In a world where the competition is never more than one click away, The Eng@ged Customer provides the vital strategies you need. Proven step-by-step strategies for making the leap from traditional marketing techniques to marketing via the Internet's own special rules of engagement Backed up with research and case studies from major companies such as Hewlett-Packard, Netcentives, CD Now, Amtrak, Palm Computing and other market leaders. Addresses issues such as how to make your e-mail communications welcome, how to prevent potential customers hitting the delete button, when e-mail becomes spam, how to maintain privacy and how to measure and track success. Contains all the information and tools necessary to start up an e-mail marketing programme.

About this title

Review:

Observers of the Net have long considered e-mail the medium's killer application. The Eng@ged Customer, by Hans Peter Brondmo, shows why this may be even more relevant for e-commerce endeavors of the future--and sets out various ways that it can be utilized to develop "profitable, loyal and engaged" consumers today. "Whether you're sending individual customers their stock portfolio update at the end of each trading day, writing a gossip column on the music industry, sending special offers or promotions, publishing an industry newsletter, sending a purchase confirmation, or running a gift reminder-and-product-suggestion service, e-mail marketing can do the job," writes Brondmo, founder of a firm that has helped design and implement such programs for companies ranging from Amtrak to Victoria's Secret. A section illustrating how e-mail can foster the "age-old principles [of] personal service and communication" to more fully engage customers, and one with speculations on the future implications of the practice, are sandwiched around the meat of Brondmo's book: specifics on using e-mail to acquire, convert, and retain real business. The highly detailed advice, consistently delivered with the necessary sensitivity to spam, privacy, and other concerns, should prove instructive to executives and managers at every level. --Howard Rothman

About the Author:

Hans Peter Brondmo is a pioneer and recognised authority in the emerging discipline of Internet direct-marketing; He is the founder of Post Communications Inc, the leading provider of closed-loop e-mail marketing solutions, and has developed e-mail campaigns for some of America's best-known companies; Educated at MIT, Brondmo is an entrepreneur and popular speaker; Hans Peter Brondmo was born in Norway and lives in San Francisco

About this edition

• Publisher: Judy Piatkus(publishers) Ltd
• Publication date: 2000
• ISBN 10: 0749922370
• ISBN 13: 9780749922375
• Binding: Paperback