The Engaged Customer : The New Rules of Internet Direct Marketing - Hardcover

Brondmo, Hans Peter; Moore, Geoffrey

Hardcover

ISBN 10: 0066620783 ISBN 13: 9780066620787

Publisher: Harper Business, 2000

Synopsis

In the age of the Internet, how do you keep your customers coming back--again and again--when your competitors are always just one click away? How do you turn casual, anonymous surfers into profitable, "engaged" customers?

The answers to these questions can be found in The Eng@ged Customer, written by Hans Peter Brondmo, one of the Internet's best known and most successful direct marketing experts. In this new marketing classic Brondmo introduces readers to the new rules of Internet direct marketing and shows them how to use email to build service rather than marketing relationships.

A visionary in both the technology and marketing arenas, Brondmo has shown more company executives than anyone how to build lasting, profitable, one-on-one relationships with customers on the Internet. His client list includes such household names as Palm, Hewlett-Packard, Victoria's Secret, Amtrak, Wells Fargo Bank, OfficeMax, Wegmans Food Markets, as well as such Internet leaders as CDNow, E-Trade Women.com, Petopia.com, Sparks.com, and eBags.com.

The Eng@ged Customer makes Brondmo's expertise available to executives, managers, and marketers in both Old and New Economy businesses. The book combines a strategic perspective with tactical guidance, showing where and how to invest in order to build an Internet direct marketing program, and how to plan, develop, and implement your program for maximum success.

While sending email messages to customers may sound like a simple process, retailers and marketers all over the world have discovered just how difficult it is to do it well. Let Brondmo show you how to

• design email communications and marketing programs that have your customers complaining if they don't hear from you
• understand and manage customer information so that you can "get to know" each and every customer--even if you've got millions
• avoid spam and the potential nightmare of privacy violations
• anticipate the organizational impact of customer-focused Internet direct marketing
• define, measure, and track your success.

Whether you are an executive or a manager, The Eng@ged Customer will show you:

• how to keep your customers coming back
• how to rise above the increasing Internet clutter
• how to become the trusted voice that your customers rely on.

About this title

About the Author

Hans Peter Brondmo is a successful entrepreneur and the founder of Post Communications, acquired in April 2000 by Netcentives (NCNT). Post is the leading provider of customized email marketing solutions. Educated at MIT, Brondmo is a widely recognized authority, thought leader, and frequent speaker on the subject of Internet marketing. He has been profiled in the New York Times, Fast Company, DM News, and Salon.com, among others. He lives on top of a hill in San Francisco.

Reviews

In this valuable guide to niche marketing, Brondmo, the head of an Internet direct marketing firm, leads readers step by step through preparing for and launching an e-mail campaign. To his credit, he addresses both strategyAhow a direct mail campaign should fit into a company's overall marketing effortsAand specific tactics for implementing it. (For example, it's best to first ask potential customers if they want to hear about a product, to avoid flooding them with messages if they say yes and to customize the e-mail as much as possible.) He even shows the reader sample marketing copy as well as how to determine exactly how successful a campaign has been. While Brondmo's writing tends to be flat, he provides enough potent images to keep readers engaged, as when he encourages Internet marketers to try to replicate the approach of the old-time shopkeeper who truly knew his customers. (Nov.)
Copyright 2000 Reed Business Information, Inc.

Brondmo is an expert on Internet direct marketing and heads his own consulting business. Direct mail advertising has always been a mainstay of direct marketing. Now e-mail is being used by Internet businesses to reach potential customers with greater precision. And, just as direct mail spawned unwanted "junk mail," e-mail has begot "spamming." The use of e-mail as a marketing tool also raises significant concerns about privacy. An enthusiastic advocate of the use of e-mail to reach customers, Brondmo addresses both issues. He suggests that there are ways to target e-mail messages so that customers will complain when "they don't hear from you." Brondmo also provides an overview of the current "e-mail landscape," illustrates applications of e-mail marketing, identifies 12 best practices in the use of e-mail, and suggests ways to integrate e-mail into a company's overall strategy.David Rouse
Copyright © American Library Association. All rights reserved

Edition details

• Publisher: Harper Business
• Publication date: 2000
• Language: English
• ISBN 10: 0066620783
• ISBN 13: 9780066620787
• Binding: Hardcover
• Edition number: 1
• Number of pages: 288