Title: Email Marketing by the Num8ers
Authors: Chris Baggott and Ali Sales
Published by: Wiley
As someone who has been working with email within a B2B perspective I approached this book with a worry it would be the same old ’email is the messiah, all other channels are worthless’. Although there is some of that perspective, it is a great book to get people thinking about how to treat email and the value it can add as a marketing channel when you think about improving your customer relationships for the long term.
The book is slightly more consumer led but the lessons Chris gives on how to treat your recipients transcends across B2B and B2C in a lot of places.
The advice is practical and the case studies allow you to really understand where success can be achieved and the pitfalls.
Although there are a lot of websites out there that give you similar advice, I would recommend this book to anyone who spends a lot of time on the train.
By Edward Weatherall, MD, Concep
11-02-08
