The Engaged Customer: Using the New Rules of Internet Direct Marketing to Create Profitable Customer Relationships
Author: Hans Peter Brondmo
List Price: $17.95
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ISBN: 0066620791
Publisher: HarperBusiness (23 July, 2002)
Sales Rank: 268,237
Average Customer Rating: 4.77 out of 5
Customer Reviews
Rating: 5 out of 5
A real and ethical plan for internet marketing and not spam
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.
Rating: 5 out of 5
The Bible on E-mail Marketing in 2000
Hans Peter Brondmo's "The Engaged Customer" is a must for Internet marketers. Whether you're an experienced Internet marketer or a novice, this book will be prove to be of enormous value.It is extremely thorough in its coverage of e-mail marketing from planning to vendor selection to analysis, and this book goes deeper into exploring customer relationships.
Buy it.
Given the highest rating in its December 2000 MarketingToday.com review.
Rating: 3 out of 5
This books wraps up other online marketing concepts.
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.
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