When it first came on the scene in the
early to mid 1990s, email marketing was the hottest, most productive
marketing tool on the map. Response rates and profits were many times
greater than snail mail and other forms of selling. Then things
changed. Response rates have dropped precipitously, and general
productivity has evaporated.
What happened? Too many marketers devoted their efforts to sending
millions of e-mails (Hunting for sales) instead of building
relationships with their subscribers (Farming). That’s why Successful
E-Mail Marketing Strategies: from Hunting to Farming was written. The
authors, veterans of both the traditional marketing and email
marketing wars, share their wisdom about how to make this exciting new
marketing tool an effective tool for finding new customers and mining
existing customers more profitably.
The authors cover campaign performance management, hunting versus
farming, developing segments, using analytics and testing, improving
customer loyalty and retention, and more. They explain how to create
powerful subject lines, how to use interactivity and viral marketing,
how to listen to customers, how to apply your strategies to specific
types of markets.
Successful E-Mail Marketing Strategies is the one volume you will be
able to depend on to develop and use state-of-the-art email marketing
strategies to find more new customers, turn more prospects into loyal
customers, and make more money for your company.
The Experts Praise this
“From Hunting to Farming” is a Master Class for e-mail marketing in
the 21st Century. The book is destined to become the new must-read
strategy playbook for e-mail marketers today and required reading for
CMOs and CFOs looking to grow their businesses through this effective
and efficient channel. Arthur Hughes, the premier author on database
marketing strategy, makes a compelling business case for the “Farming”
approach to e-mail marketing with a wealth of charts and examples for
effective measurement. Each chapter addresses the key tactics and best
practices for a “How-To” guide for delivering a state of the art
e-mail communication strategy. It’s an enjoyable read offering a
thought-provoking look at the promise of how the medium can benefit
Director of E-mail Marketing
Publisher’s Clearing House
Successful E-Mail Marketing Strategies delivers a dynamic new
framework for thinking about your subscribers. The real-world examples
included throughout the book will get you buzzing with new ideas for
jumpstarting or revitalizing your e-mail marketing efforts.”
Manager of Online Strategy
What’s missing for many e-mail marketers is plain old attitude. The
two Arthurs make it easy to see the difference between primitive
“hunting” and customer-centric “farming.” The data, technology,
expertise and opportunity abound to make all e-mail marketing wildly
successful, getting to the heart of what makes it work: creating great
subscriber experiences. This is a game-changing attitudinal shift. If
you want your e-mail marketing to succeed, learn how to farm.
This book is a must-read for new and seasoned e-mail marketers alike.
Hughes and Sweetser have written a powerful manual filled with
innovative strategies and eye opening statistics to help you bring
your email marketing program to the next level.
Manager, Email Marketing
Combine all of your webinars, training events and reading materials.
Now throw them all away. This is the single most important marketing
book you need for today and beyond. Live, breathe and learn the
techniques to take your campaigns from flat to fat based on methods
from people who have truly lived through the ups and downs of the
changing face of marketing.
senior marketing manager
Norvax, Inc., a Fortune 500 Company
E-mail marketing is unique because it can be a truly personalized
communication between a company and a single recipient. That’s
immensely powerful, but only if a marketer understands the science of
learning from the customer. At the same time, they must be able to
accurately measure the lifetime value of a subscriber in order to
properly allocate resources. Hughes and Sweetser explain how to
measure that value in elegant and accurate language. They build upon
that to help the marketer determine the ROI of their email
communications with easy to understand calculations that can be used
by all e-mail marketers to measure their own success and continually
improve upon it.
When they write, “. . . e-mail permits an entirely new and better way
of building relationships with our customers . . .” the authors of
Successful E-mail Marketing Strategies, Arthur Middleton Hughes and
Arthur Sweetser have hit the enter key right on the head. Their useful
exploration of the fast-expanding world of e-mail marketing provides
numerous actionable strategies that cannot help but make e-mail
marketing more profitable and effective. Best of all, their exposition
of the medium makes clear what Obama’s campaign has proven so
stunningly: involvement of the audience through the new language of
marketing success and using this powerful electronic medium has come
Peter J Rosenwald
Partner: International Associates—
Strategic Marketing Consultants
Author, Accountable Marketing
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