Chock full of examples and screen shots, this is the book that people who read Permission Marketing keep asking me to write. Now I don't have to. Thanks, Jim, for doing it for me.

Seth Godin, author of "Permission Marketing"

Table of Contents
Introduction
Who is This Book For?
Ordering Information

Table of Contents

Chapter 1: Introduction
Chapter 2: Spam: The Email We Love to Hate
Chapter 3: Defining Opt-In
Chapter 4: Crafting an Email Campaign
Chapter 5: Setting Your Sights: Targeting Your Message
Chapter 6: Writing an Email Masterpiece
Chapter 7: E-Newsletters, E-Promotions, and OPEmail
Chapter 8: Testing Your Talent, Reckoning Your Response,
                and Managing Your Email
Chapter 9: Stories From the Front Line
Chapter 10: A Look Toward the Future

Table of Contents
Introduction
Who is This Book For?
Ordering Information

Introduction

You've Got Mail! And so does everybody else. It's everywhere. Web sites may have been the first wonder of the Internet. Banner advertising may have astonished marketing mavens around the world. Streaming media might someday give us the video phones we were promised at the New York World's Fair in 1964.

But the most powerful tool for marketing, the most powerful tool for branding, the most powerful tool for direct response, and the most powerful tool for building customer relationships turns out to be plain old, ordinary email. It's cheap, it's easy, and everybody on the Internet has an address.

Why then is so much of the email you get so bad?

Because it's so cheap and so easy, and reaching everybody on the Internet is as simple as hitting the Send button.

Bad email is the bane of our existence. We hate it because we love our email. A PricewaterhouseCoopers survey found 83 percent of Internet users felt email was their primary reason for using the Internet. Given the choice, an overwhelming majority turned down books, radios, and televisions in favor of an Internet connection with email on a desert island.

In their report Opt-in Email Gets Personal, Forrester Research (www.forrester.com) said opt-in email "will spread like wildfire." They believe using opt-in email for marketing "will explode" because companies will be lured by high response rates, low costs, and the ease with which any firm, large or small, can get started.

Ask a different research company and you will get a different answer for the average response rate of opt-in email campaigns. Jupiter Communications (www.jup.com) will tell you 5 to 15 percent. Forrester will tell you 14 to 22 percent. Ask a different email marketer and get a different answer. Some are getting only 3 percent and some are getting 40 percent. But they all agree on three things: It's not very expensive, it's not very hard, and it's got a better return on investment than other marketing and advertising techniques.

That would explain why Microsoft sends out more than 20 million email marketing pieces every month.

Table of Contents
Introduction
Who is This Book For?
Ordering Information

Who is This Book For?

This book is not for people who are running email servers or writing email system code. This is decidedly not a technical book.

If you have a product or a service to sell, this book is for you.

If you have a product announcement to distribute, this book is for you.

If you have revenue goals to achieve, this book is for you.

If you have excess inventory on hand, this book is for you.

If you have a time-critical or event-oriented sale to make, this book is for you.

If you run your own company out of the spare bedroom of your home and are searching for the best way to reach the most people with the least expense, this book is for you.

If you are a member of a huge team spinning off a brand- new company with millions of dollars to spend on branding and awareness, this book is for you.

If you are the vice president of marketing, the director of promotions, the public relations manager, the marketing communications executive, or any of the people who are responsible for carrying out the plans created by those people, this book is for you.

If you have a master plan for finding new prospects, turning them into customers, building a learning relationship with them, and engaging in some serious customer relationship management to put your theories of lifetime customer value to work, this book is definitely for you.

However, if you think sending email to everybody on a CD of addresses you bought online for $29.95 is a good way to do marketing, immediately wipe your fingerprints off this book as you put it back on the shelf. This book is not for you!

Table of Contents
Introduction
Who is This Book For?
Ordering Information

Ordering Information

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