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Welcome to your one stop shop for the hottest marketing titles from respected minds in the business. We’ll post the latest books on successful communications, branding, deepening customer loyalty, expanding prospects and anything else marketers need to know to keep up with this ever-changing industry. Happy reading.
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Permission Based E-mail Marketing That Works!
by Kim MacPherson
Book 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 marketing 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.
From soup to nuts, it's all here:
• How to develop the strongest offers for your business
• Budgeting and goal-setting for maximum profitability
• List planning and research for optimum targeting and response
• Copywriting that makes your prospects want to "hear" more
• Designing full color HTML e-mail that is easy on the eyes and quick to download
• How to pull together testing strategies for your best possible campaigns
• How to create a dialogue with prospects and customers
About the Author
Kim MacPherson is president of InboxInteractive, Inc., an e-mail marketing agency specializing in creating winning e-mail copy and design. A weekly columnist for the ClickZ Network, more than 50,000 people read MacPherson's reputable advice on strategic development, planning, copy and design specifically for the e-mail venue through clickz.com.
An in demand speaker, she addresses Internet marketers around the world, including The Direct Marketing Association, NetEvents' Internet Advertising Conference, the Institute for International Research's E-Mail Marketing Conference, the Electronic Marketing Conference and the Newsletter Publisher's Association Conference. She also contributes to iMarketing News, a trade publication.
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