 | The Engaged Customer : The New Rules of Internet Direct Marketing |
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(14 customer reviews)
Product Description
The first book to show you precisely how to master e-mail marketing and build lasting, profitable, one-on-one relationships with your customers.
Product Details
- Amazon Sales Rank: #2920129 in Books
- Published on: 2000-11-07
- Released on: 2000-11-07
- Original language: English
- Number of items: 1
- Dimensions: 1.23 pounds
- Binding: Hardcover
- 288 pages
Editorial Reviews
Amazon.com 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
From Publishers Weekly
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.
From Booklist
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
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