New e-mail book equates e-mail evolution to farmingconsultant 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.