Successful E-Mail Marketing Strategies:From Hunting to Farming

When it first came on the scene in the early to mid-1990s, e-mail marketing was the hottest, most productive marketing tool on the map.  Response rates and profits were many times greater than snail mail and other forms of selling.  Then things changed.  Response rates have dropped precipitously, and general productivity has evaporated.

What happened?  Too many marketers devoted their efforts to hunting for sales by sending millions of e-mails, instead of building relationships with their subscribers by taking a farming approach.

In our summary of Successful E-Mail Marketing Strategies, by Arthur Middleton Hughes and Arthur Sweetser, you will learn how to use e-mail as an effective tool for finding new customers and mining existing customers more profitably.

Hughes is the founder of The Database Marketing Institute, and is the author of nine marketing books, including Strategic Database Marketing, 4^th Edition.  Sweetser is CMO of Evergage, a real-time Web personalization solution that drives increases in conversion across the customer lifecycle.

This summary will teach you how to develop and use state-of-the-art e-mail marketing strategies to find more new customers, turn more prospects into loyal customers, and make more money for your company.