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32 of 33 found the following review helpful:
 Great book on e-mail marketing campaigns Feb 28, 2002
By Dan E. Ross
"Dan Ross"
Kim MacPherson's book on e-mail marketing is a really good read. This book, along with Seth Godin's Permission Marketing are quite similar and both are very easy to read. If you want to learn more about internet marketing I would highly encourage you to read Seth Godin's book Unleashing the IdeaVirus, which deals with viral marketing in businesses and might help create additional marketing opportunities from the e-mail marketing campaigns you learn to set up with Ms. MacPherson's book.The book is packed with great tips and advice for those of us just starting down the path of permission email marketing. The case histories of good and bad practices alike provide strong insights on communications and etiquette. Most importantly, this book explains the terms of email marketing and, for someone more experienced, it helps you calculate costs and your ROI (return on investment) from the campaign. All and all I would highly recommend this book as it is a practical guide for professional marketers and aspiring Internet Entrepreneurs. I've seen a lot of email marketing books, and this is the best how-to book. If you combined this book with the underpinnings you can get from reading Seth Godin's Permission Marketing you will have the subject matter down cold.
16 of 16 found the following review helpful:
 Kim **NOW is the perfect time to revise your book** Jun 27, 2004
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.
20 of 21 found the following review helpful:
A book that you can really use! Mar 30, 2001
By Buddy Thompson
Because I'm in the marketing industry, I received an advance copy of this book. Even though I was somewhat skeptical at first, the truth is that I really liked it. This book is full of really useful "how-to" information that you can use to design, test, and implement your own permission-based e-mail marketing campaign. There is a quote on the cover of the book from Seth Godin (whom we all know is the author of best-seller "Permission Marketing"), and this quote probably sums it up best: "Exactly the sort of nuts and bolts details you'll need to implement a Permission Marketing campaign of your own." Even though I've been in marketing for twenty years, I found this book useful. After all, e-mail marketing is still somewhat new, and us "insiders" can always use a few good tips. However, I also think this book will be useful for the "non-marketer" who perhaps owns or manages a business that is considering e-mail as a tool for acquiring or retaining customers.
18 of 19 found the following review helpful:
Practical guide for email marketing - excellent! May 24, 2001
By L. Taylor
As a principal of a design firm who recently started offering email marketing to our clients I found this book invaluable. I have used it to educate our company and have recommended it to clients and at speaking engagements. It is a really practical guide and makes it easy for anyone to put a permission-based email marketing campaign together. For the novice it explains the terms of email marketing, for someone more experienced, it helps you calculate costs and your ROI (return on investment). The case studies are informative too.
15 of 16 found the following review helpful:
Keep it handy...you'll be referring back to this one often Nov 08, 2001
By Valerie Clark
MacPherson's book is packed full of great tips and advice for those of us just starting down the path of permission email marketing. And for the small conclave of experts who have lived the real-world highs and lows of this fast-evolving marketing medium, you'll find it a valuable, credible resource too. So whether you're an ad agency exec looking to WOW a client with your insight, a marketing manager implementing your own email program, or a small business owner searching for a practical guide, this is the book for you. It weaves in just the right amount of charts, tick-lists, best practices and case studies to make it a lively read. You'll find yourself referring back to this book often as you implement your own campaign.
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