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The Engaged Customer : The New Rules of Internet Direct Marketing | 
 enlarge | Authors: Hans Peter Brondmo, Geoffrey Moore
Publisher: Collins
Category: Book
List Price: $26.00
Buy Used: $0.01
You Save: $25.99 (100%)
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Rating:  14 reviews
Sales Rank: 1418602
Media: Hardcover
Edition: 1st
Pages: 288
Number Of Items: 1
Shipping Weight (lbs): 1.2
Dimensions (in): 9.3 x 6.3 x 0.9
ISBN: 0066620783
Dewey Decimal Number: 658.84
EAN: 9780066620787
ASIN: 0066620783
Publication Date: November 7, 2000
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Shipping: International shipping available
Condition: Former Library book. Great condition for a used book! Minimal wear. 100% Money Back Guarantee. Shipped to over one million happy customers. Your purchase benefits world literacy!
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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
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.
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| Customer Reviews: Read 9 more reviews...
 Rather Outdated May 28, 2005
racket (Michigan)
1 out of 1 found this review helpful
The book is a decent read for those who aren't familiar with online marketing at all, but if the reader has any experience, they will find this to be a waste of their time.
Most of the examples used in the book seem like they were pulled out of 1999. Most online consumers are sick on marketing filling up their email inboxes. Even those that the customer originally expressed interest in become a chore.
At this point in time, Blogs and RSS feeds should be a new focus of online marketing.
If you are interested in email marketing, I recommend Permission Marketing by Seth Godin instead -- his work is excellent.
 The New Rules...of the really obvious. September 8, 2004
J. David Evans (Austin, TX USA)
6 out of 6 found this review helpful
OK, the book was published in 2000. But it still seems to me that if you call your book "The New Rules..." they ought to be somewhat useful and somewhat timeless. Unfortunately, the "rules" in this book are neither. For example "The e-customer expects to be in control." Well, yah...but so has every customer in recorded history. Auto dealers get a bad rap when they obviously and purposely deny any sense of control. In later chapters we get tips like "Don't send unsolicted messages." Even (back) in 2000 (several years after the first successful anti-SPAM lawsuits) this was a no brainer. Instead, check out Shapiro's "Control Revolution" -- written a year earlier (1999) it's still relevant. If you're new to the discipline and haven't already, check out "Permission Marketing" or "Cluetrain Manifesto." They too provide a sense of history...and a lot more insight.
 A real and ethical plan for internet marketing and not spam February 28, 2002
Harold McFarland (Florida)
3 out of 6 found this review helpful
The authors have put together perhaps one of the best and most complete books on marketing via e-mail on the market today. Note that I said "marketing via e-mail" and not spamming via e-mail. The authors actually address this issue and how to use e-mail marketing in a positive manner where it will be welcomed by the recipient and not instantly deleted. Hans Peter Brondmo is an authority on this issue and is one of the owners of Post Communications, which uses e-mail marketing extensively.The book details how to move from traditional marketing methods to an Internet based marketing system that concentrates on the efficient and positive use of e-mail. It not only covers how to use it to obtain new customers but guides the reader step by step in how to effectively use e-mail to create and maintain customer loyalty and positive relationships.
 This books wraps up other online marketing concepts. December 21, 2001
Dan E. Ross (Frisco, Tx USA)
9 out of 9 found this review helpful
I have read many books on e-mail strategies, viral marketing and permission-based marketing and this one makes the cut.I figured by reading the book I would get some pretty good analysis of what it takes to run a good e-mail marketing campaign, the pros and cons of various strategies (in house vs. outsourcing) and some "big picture" issues to deal with. The author delivered on that but I wish he had some # crunching and data analysis in it. If you have read about permission based marketing and viral marketing this is a book that will help to "pull it all together." While some concepts will have been covered by then I know it has helped me in pulling together a strategy long-term for a few websites I want to rollout in the next few years. Good books to read about viral marketing, in order of preference, are (1) Seth Godin and Permission Marketing (2) Malcolm Gladwell's The Tipping Point and (3) Emanueul Rosen's Anatomy of a Buzz. Kim McPherson's E-mail Strategies That Work book is a good book on e-mail campaigns.
The Best Book Available on Email Marketing August 29, 2001
Peter (Chicago, IL)
1 out of 2 found this review helpful
The Engaged Customer is, in my view, the best book available on email marketing. Hans Peter Brondmo is a top expert and he pours out his knowledge on every page. Even more, it is well written and keeps your interest.
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