Permission-Based E-Mail Marketing That Works!
By Kim MacPherson
Dearborn Trade, 2001 - 261 pages

Kim MacPherson’s book on e-mail marketing is a really good read.  This book, along with Seth Godin’s Permission Marketing are quite similar and both are very easy to read.  If you want to learn more about internet marketing I would highly encourage you to read Seth Godin’s book Unleashing the IdeaVirus, which deals with viral marketing in businesses and might help create additional marketing opportunities from the e-mail marketing campaigns you learn to set up with Ms. MacPherson’s book.

The book is packed with great tips and advice for those of us just starting down the path of permission email marketing. The case histories of good and bad practices alike provide strong insights on communications and etiquette.  Most importantly, this book explains the terms of email marketing and, for someone more experienced, it helps you calculate costs and your ROI (return on investment) from the campaign.

All and all I would highly recommend this book as it is a practical guide for professional marketers and aspiring Internet Entrepreneurs.  I've seen a lot of email marketing books, and this is the best how-to book.

If you combined this book with the underpinnings you can get from reading Seth Godin's Permission Marketing you will have the subject matter down cold.

About the Author: Kim MacPherson is president and founder of Inbox Interactive, a full-service e-mail marketing agency located in Bethesda, Maryland. Clients include Chadwick's of Boston, USA Today, Micromedex (a Thomson company), and other on- and off-line consumer merchants, publishers and business-to-business organizations. She writes a monthly tactical column for trade publication DM News and is a frequent speaker on the topic of email marketing in the U.S. and abroad.