Praise for EMAIL MARKETING by the NUM8ERS

"At last-a book that marketers can use to gain real respect from CFOs and CEOs who care about the bottom line. Baggott, author of the award-winning blog 'Email Marketing Best Practices,' clearly explains how to make your campaigns perform measurably better. The secret's in your test results."
—Anne Holland, President, MarketingSherpa

"Despite its proven power, email marketing receives a fraction of the attention given to other, fancier media. This week you'll probably hear far more about mobile videocasting (or some such fashion) than you will about email marketing. You can help correct this imbalance by reading this book."
—Rory Sutherland, Vice Chairman, Ogilvy Group, London, UK

"Baggott's wonderful new direct marketing book is loaded with practical advice and recommendations from some of the best minds in the industry. Email Marketing by the Numbers should be read by everyone in the industry who wants to profit from acquiring and retaining customers."
—Arthur Middleton Hughes, Vice President/Solutions Architect, Knowledge Base Marketing, and author of Strategic Database Marketing

"Amidst the confusion and changing landscape of the Web, Baggott is one of the clear thinkers who can cut through the hype and help you understand how to drive revenues through the use of marketing technology."
—Scott Burkey, Business Development Executive, Definition 6

"Baggott is the ultimate Web 2.0 entrepreneur who takes Email 2.0 to a new level. In Email Marketing by the Numbers, he gives marketers instructions for creating one-to-one conversations with prospects and customers. This book should be on the desk of every marketer in every company, big or small."
—Scott Maxwell, founder, OpenView Venture Partners

Amazon.com® Reader Reviews (Ranked by Helpfulness)

Average Amazon.com® Rating:  Based on 44 Ratings

Not really all that great or specific. - 2009-02-15
Reviewer Rating:
Although I often order books from Amazon strictly based upon the reviews,
that can create disappointment. There are only a few books on email marketing, and my local bookstore had some of them, including this one.

I was surprised that the book really seemed to lack many specifics. I will often buy a lot of books on the same subject, if each contains some useful information.

I thought Email Marketing for Dummies was actually a lot better and was more instructive in how to go about email marketing to create business. I bought that one instead.

Handy guide to e-mail marketing - 2009-10-12
Reviewer Rating:
E-mail marketing, the electronic descendant of direct mail, has changed the way businesses communicate with customers. The problem is that many marketers misuse it. Enter Chris Baggott, who brings to the table years of experience both in marketing and with e-mail software. Writing with Ali Sales, he provides a solid presentation of the topic and plenty of real-world examples showing how companies have used industry-tested e-mail techniques to attract and retain clients. This guide includes input from other e-mail experts and users, offering readers a variety of helpful opinions and handy pointers for measuring the success of an e-mail campaign by looking at the numbers. getAbstract recommends this eminently practical, direct book to anyone looking to find more effective ways to influence buyers.

A Relevant Message - 2009-02-02
Reviewer Rating:
With a title like Email Marketing by the Numbers, one would expect the book to cover testing and measurement. "The organizations that embrace testing as an integral part of their programs simply outperform those that don't... Rarely can the people within a company judge what is going to be successful outside of it."

Baggott encourages testing frequency, but doesn't get into any depth about this. Personally, I'd be very cautious about taunting my customers to unsubscribe. That's the ultimate confirmation that your frequency is too great.

He points out that Open Rate is a meaningless metric, since many email clients have image rendering turned off by default, and many handheld devices don't render graphics. (Opens are tracked by referencing a small graphic file on a web server.) Instead, pay attention to Click-Through Rate and Unsubscribe Rate.

Other noteworthy points:

Segmentation "is one of the most effective ways to boost engagement and prevent list fatigue... The smaller you can make the segments, the more likely you are to deliver a relevant message."

"Email is not an acquisition tool - it's a retention tool."

Talk to your customers like they are human beings.

"The 'from' line of your email may be the most important factor when a recipient decides whether or not to open your message... Who owns the relationship with this audience?"

Additional topics include building a database, APIs to integrate an email marketing system with a CRM system, viral marketing, triggers, and deliverability.

Each chapter starts with the author making his point followed by some short case studies. Then other experts weigh in with their thoughts on the topic. Many, but not all, of these contributors are employees of ExactTarget, the email marketing company which Baggott co-founded. Each chapter ends with a review of key points in bullet point form.

THE book I've been looking for - 2008-11-16
Reviewer Rating:
An absolute must read for anyone involved with email marketing - and even moreso if your company is not using email as a marketing tool yet. Reads like a series of articles since so many people contributed, but gells together well especially with the chapter reviews at the end of each chapter. Email marketing is only part of my job and I've been looking for good books on it for a while. This book is great and I found out about tools I need to look into to make my job easier and our email use much more effective. I found the book I was looking for.

Powerful email marketing guide - 2008-04-09
Reviewer Rating:
Chris has written an excellent guide to email marketing. The tools he provides in the book have been very beneficial in helping me to achieve a stronger email marketing program.

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