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Synopsis
E-mail is today's most powerful marketing medium. It is also the most misunderstood. This dynamic book dispenses with incomprehensible theories and conflicting rules to explore real-life examples of e-mail campaign successes and failures -- explaining exactly why each soared or sank. Over-mailing * Under-testing * Poorly constructed messages * Effective E-Mail Marketing shows marketers how to avoid these and hundreds of other problems, and how to craft messages that build rapport -- and sales -- to consumers worldwide. All marketers using the Web will want to look here first to learn the truth about: * Adapting mass-market messages to this one-to-one medium * Strategies for increasing mailing frequency without increasing ""opt-outs"" * Techniques that reach through the screen to grab the reader * Words and phrases that drive response -- and those that guarantee rejection At last, a book full of hard-boiled e-marketing tips to replace unproven theories!
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About the Author
Herschell Gordon Lewis (Fort Lauderdale, FL) is the author of over two dozen books, including On The Art of Writing Copyand The Complete Advertising and Marketing Handbook. He is currently head of Lewis Enterprises, and is former chairman of Communicomp, a global full-service direct marketing service agency.
From Booklist
Just what we need: a book encouraging "junk" e-mail. But not all e-mail marketing is "spam," as many businesses with good client relationships use this medium to market sales promotions to eager customers. Like it or not, this form of communication is a quantum leap from snail mail, and it is an effective, ultra-low-cost way to reach millions. Lewis shows how to customize the message to this fast-paced medium, where you need to grab attention fast or be dumped. He also shows how to obtain quality e-mail lists, explains what really is and isn't considered "spam," and gives many attention-grabbing tips tailored to e-mail. The sample section contains many familiar messages, because he uses the real thing in all his examples. And it's all from the Godfather of Gore! That's right. This is the same H.G. Lewis who directed such 1960s low-budget gore classics as Blood Feast and 2,000 Maniacs. These days he happens to be one of the top direct-marketing experts around. David Siegfried
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- PublisherAmacom Books
- Publication date2008
- ISBN 10 0814471471
- ISBN 13 9780814471470
- BindingPaperback
- Edition number1
- Number of pages288
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