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Best Practices and the Truth About e-Mail Marketing

by Steve Fisher on April 13, 2010

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I recently received a copy of the book “The Truth About e-Mail Marketing” and I have to admit that this is a weak area for me in my inbound marketing skills. I know, I know, e-mail marketing has been around forever and is the basic tool for online marketing other that your web site. True, but I never really had to get involved in many e-mail campaigns other than providing the content that would go in the email or the content that it was linked to on a web site.

Recently, I have been running an e-mail campaign for a non-profit I am a part of and am about to begin one for a web site I am launching next month. So getting this book from a friend was very serendipitous and I thought I would share my perspective as I went through it as a newbie e-mail marketer.

“The Truth About” Format is Nice

I like the format of this book because it is not about assuming you are a “dummy” but rather demystify what you might believe or know about a certain topic and walk you through it. They organize it in 12 parts and cover everything from how e-mail works, email ROI, creating and growing a list, best practices and deal with more advanced topics like CAN-SPAM, B2B and International e-mail programs and social media.

Best Practices That I Liked

As I went through the book, a few things really jumped out at me on what to immediately implement. First was segmentation of lists for testing targeted messages that really show you what is effective so each campaign becomes more refined in terms of what is working and what is not increasing open rates and ultimately clicking on something in the email.

Another one I really liked was creating a meaningful welcome message. It is something you might not even think about and many email software companies have an automated confirmation email when someone signs up. They talk about using that opportunity to welcome them, offer them other information on your web site if they need something and possibly offer an incentive which is brilliant.

Go out and grab a copy, every small business should have this book

I highly recommend this book to other small business owners trying to figure this thing out and make the most of their email marketing efforts. You can find out more info on their site http://www.thetruthaboutemailmarketing.com/ and pick their book up at Amazon.

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