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Permission Based E-mail Marketing | 
 enlarge | Author: Kim Macpherson
Publisher: Kaplan Business
Category: Book
List Price: $24.95
Buy Used: $1.07
You Save: $23.88 (96%)
New (4) Used (20) from $1.07
Rating:  15 reviews
Sales Rank: 669658
Media: Paperback
Pages: 304
Number Of Items: 1
Shipping Weight (lbs): 1.1
Dimensions (in): 9 x 7.3 x 0.6
ISBN: 0793142954
Dewey Decimal Number: 658.84
EAN: 9780793142958
ASIN: 0793142954
Publication Date: March 19, 2001
Availability: Usually ships in 1-2 business days
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Product Description
To retain customers and solicit new clients, businesses need proven ways to make their products and services stand out. From subject lines that grab attention to detailed ways of calculating return on investment, every aspect of e-mail advertising is detailed in Permission Based E-Mail That Works. In a clear, lively tone, author and e-mail marketing expert, Kim MacPherson covers the specifics of a new breed in advertising. MacPherson draws from a large pool of material and sources to present a well rounded approach to advertising, including ways "opt in" (permission based e-mail) can be used to retain customers and acquire new clients. Creative copy, streaming media, and specialized offers can make your e-mail sing, but the ability to measure various approaches is crucial. By understanding the basics of rented e-mail lists versus in house databases, embedded cookies, and return on investment charts, MacPherson has developed an invaluable guide through the ins and outs of the virtual marketplace.
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| Customer Reviews: Read 10 more reviews...
 Reference Guide for E-Mail Marketing February 17, 2006
Ryan Cox (Dayton, OH USA)
1 out of 1 found this review helpful
From start to finish, Kim leads us on a journey to build our businesses through permission based email marketing. What an awesome way to generate new, fresh leads in order to jump start my business.
 Tips, Tricks, and Practices That Really Work November 23, 2005
Sara (Canada)
3 out of 3 found this review helpful
If you are thinking about starting email marketing campaigns, then know that this book is a prerequisite.
I've been using traditional marketing vehicles for years, but email marketing was something new and foreign to me. I started reading this book and signed up for Eliteweb.cc Email Marketing at the same time. I was truly a fish out of water with this stuff. After reading Kim's book cover-to-cover, I must say that I feel more like an email guru than someone just ready to take their first steps.
There are definitely a few parts of the book that are in need of an update. Several times I would ask my account executive about something that I had read, only to find out the `times have changed'. But, even with those outdated parts, the fundamentals discussed in the book are as true today as they were then.
The book was also a very good read. I was excited to start using this new vehicle, but I had no desire to pickup a text book and start studying. I found myself flying through the pages and I continue to have it right beside my desk and refer back to it often.
I've been able to implement many of the tips and ideas Kim suggests and they're not just theories, they really work. So often I read `expert' books that do little in the way of practical results, but let me assure you, this book has paid for itself many times over.
Just like another reviewer suggested, I would recommend reading some of Seth Godin's work as well since that has also helped me a lot when navigating the online marketing landscape.
 Kim **NOW is the perfect time to revise your book** June 27, 2004
16 out of 16 found this review helpful
Time passes and this book now needs to be revised. The
M/s Mac Pherson gives you all the skills you need to
get to the place you should have been two years ago.
For example no mention is made of autoreponders. Today
almost all permission based systems now make use of
autoresponders as an efficient method that ensures
quick replies to new leads and immediately delivers
that special offer, white paper etc. Also it is rather quaint that there seems to be no
web page associated with the book. A place to log on
to give my permission for the author to send me her
newsletter and receive a personal email from Kim
promoting her new book or on line web conference. Although squarely based on permission marketing the
word SPAM is treated more as a sick relative rather
than the final attack of an infinity of verbal locusts
hatched for a world without meaning. Kim, It's time to hide from the family again and
write an all NEW edition on How to do it right today.
Well Done March 20, 2004
Ivy Beider (Boston)
1 out of 3 found this review helpful
I love this book. Email marketing is an important technique to get more traffic. Now with spamming and more spamming, it makes you nervous about doing it. This book spells out the techniques to do it safely and effectively. On the downside, some of the details are not necessary.
Excellent guide to e-mail marketing April 24, 2002
D. Aguilera (Alachua, FL United States)
5 out of 7 found this review helpful
I found Kim MacPherson's book to be a true step by step guide to e-mail marketing worth many times the price I paid for it. She demistified the entire process of e-mail marketing for me. I highly recommend this book to anyone interested in developing and executing an effective e-mail campaign.
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