New e-mail book equates e-mail evolution to farming

"Successful E-mail Marketing Strategies," a new book out by Racom Communications by consultant Arthur Middleton Hughes and e-Dialog's Arthur Sweetser, looks at the evolution of e-mail like the evolution of man --from hunting and gathering societies to farming cultures. The book argues that by building out an e-mail program, based on a farming mentality, aka planting seeds, nurturing the crops, etc., that marketers will reap in the harvest.

The book includes tips on campaign performance measurement, data collection, list growth and balancing frequency with profits. It also looks at how to increase retail and catalog sales through transactional and triggered e-mails, and it outlines e-Dialog's own relevance factor. With lots of case studies included, the book aims to show how testing and using analytics can help turn e-mail marketers into farmers.

You must be a registered member of Direct Marketing News to post a comment.

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:

Company of the Week

SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.

Featured Listings



SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...