I found this book on the author’s weblog 'OnlyOnce.' The author of the weblog, Matt Blumberg is a CEO of ReturnPath, a consultant of e-mail marketing.
I like his weblog because his articles are really impressive and informative one about online communication and start-up.
I'm also reading "Beyond Bullet Points" by Cliff Atkinson who is the author of nice weblog 'beyond bullets.' These are the first and second book I found from weblog, bought and read.
This book is the good guide for marketers who want to be an expert in e-mail marketing.
I know some books published in Japan that describe how to write individual e-mails, but don't know ones that illustrate the basis on the e-mail marketing. I think this book is the best one about fundamental of online promotion.
It has three parts. I was really impressed by the first part, 'Content Strategies.' Since there are some differences in list building method and regulation between the US and Japan, the second part is partly useful. But contents the customer needs are the almost same.
I think I can use the first part of this book as a textbook for e-mail marketing. This part is really practical and useful.
And the third part about measurement of e-mail marketing is also good. There are many practical methods.
It seems that e-mail is facing its crisis because of increasing spam.
In fact, I receive over 100 spams a day and my spam filter is incapable. They say in this book that spam blocking technology is getting better, but I feel situation is getting worse day by day.
E-mail is really useful and one of the most important infrastructure in our life. I really want the technologies that can eliminate spam. Without anti-spam technologies, e-mail could be a garbage can.
Even though I'm not so good English reader, I read it in a short term because authors write in very simple and easy to read sentences.
I recommend this book to all marketers.