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The
Engaged Customer
Hans
Brodmo
HarperBusiness, 2000 - 257 pages
I have read many books on e-mail strategies, viral
marketing and permission-based marketing and this one makes
the cut.
I figured by reading the book I would get some pretty good
analysis of what it takes to run a good e-mail marketing
campaign, the pros and cons of various strategies (in house
vs. outsourcing) and some "big picture" issues to
deal with. The author delivered on that but I wish he had some
# crunching and data analysis in it.
If you have read about permission based marketing and viral
marketing this is a book that will help to "pull it all
together." While some concepts will have been covered by
then I know it has helped me in pulling together a strategy
long-term for a few websites I want to rollout in the next few
years.
Good books to read about viral marketing, in order of
preference, are (1) Seth Godin and Unleashing
the Ideavirus (2) Malcolm Gladwell's The
Tipping Point and (3) Emanueulle Rosen's Anatomy
of a Buzz. Kim McPherson's E-mail
Strategies That Work book is a good book on
e-mail campaigns as well as Mr. Godin’s Permission
Marketing.
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