The Experts Praise

Successful E-Mail Marketing Strategies

“From Hunting to Farming” is a Master Class for e-mail marketing in the 21st Century. The book is destined to become the new must-read strategy playbook for e-mail marketers today and required reading for CMOs and CFOs looking to grow their businesses through this effective and efficient channel. Arthur Hughes, the premier author on database marketing strategy, makes a compelling business case for the “Farming” approach to e-mail marketing with a wealth of charts and examples for effective measurement. Each chapter addresses the key tactics and best practices for a “How-To” guide for delivering a state of the art e-mail communication strategy. It’s an enjoyable read offering a thought-provoking look at the promise of how the medium can benefit your company.

Successful E-Mail Marketing Strategies delivers a dynamic new framework for thinking about your subscribers. The real-world examples included throughout the book will get you buzzing with new ideas for jumpstarting or revitalizing your e-mail marketing efforts.”

What’s missing for many e-mail marketers is plain old attitude. The two Arthurs make it easy to see the difference between primitive “hunting” and customer-centric “farming.” The data, technology, expertise and opportunity abound to make all e-mail marketing wildly successful, getting to the heart of what makes it work: creating great subscriber experiences. This is a game-changing attitudinal shift. If you want your e-mail marketing to succeed, learn how to farm.

This book is a must-read for new and seasoned e-mail marketers alike. Hughes and Sweetser have written a powerful manual filled with innovative strategies and eye opening statistics to help you bring your email marketing program to the next level.

Combine all of your webinars, training events and reading materials. Now throw them all away. This is the single most important marketing book you need for today and beyond. Live, breathe and learn the techniques to take your campaigns from flat to fat based on methods from people who have truly lived through the ups and downs of the changing face of marketing.

E-mail marketing is unique because it can be a truly personalized communication between a company and a single recipient. That’s immensely powerful, but only if a marketer understands the science of learning from the customer. At the same time, they must be able to accurately measure the lifetime value of a subscriber in order to properly allocate resources. Hughes and Sweetser explain how to measure that value in elegant and accurate language. They build upon that to help the marketer determine the ROI of their email communications with easy to understand calculations that can be used by all e-mail marketers to measure their own success and continually improve upon it.

When they write, “. . . e-mail permits an entirely new and better way of building relationships with our customers . . .” the authors of Successful E-mail Marketing Strategies, Arthur Middleton Hughes and Arthur Sweetser have hit the enter key right on the head. Their useful exploration of the fast-expanding world of e-mail marketing provides numerous actionable strategies that cannot help but make e-mail marketing more profitable and effective. Best of all, their exposition of the medium makes clear what Obama’s campaign has proven so stunningly: involvement of the audience through the new language of marketing success and using this powerful electronic medium has come of age.