One year after the publication of " Effective emailing "by Guillaume Fleureau, here is a brand new book on email marketing written by Emmanuel Robin entitled "E-mailing - Loyalty, acquisition: succeed in your marketing campaigns". As I already said it last year during the release of the book of Guillaume Fleureau, there are very few books dedicated to the emailing. So it is with great pleasure that I received this one in my mailbox.
Content: A little bit of everything
Emmanuel Robin's book offers us to discover emailing in 7 different chapters. Here are the contents of these chapters:
- History and state of the art This chapter reviews the history of email, the legislation and the state of the emailing market.
- Strategies and marketing Here, Emmanuel Robin focuses on the reasons why you should do emailing and on the objectives of acquisition and loyalty emailing.
- The contact database This part of the book is mainly intended to present the different ways of collecting email addresses and to remind the legislation.
- The message How to structure your messages, what identification elements, how to code your emails?
- The shipment This chapter covers the different email sending solutions and the basics of deliverability.
- The results How do you interpret the results of your campaigns, whether they are positive or negative?
- Trends and developments And tomorrow? What are the evolutions of emailing for the next months and years?
My opinion on the book
I had the opportunity to read the book earlier this week. And I must admit that my opinion is mixed. My first complaint is a chapter on the contact base that talks a lot about acquisition, but not enough about good hygiene and segmentation practices. And yet, data quality management is one of the main issues facing email senders.
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On the other hand, this book is clearly intended for beginners, but does not really bother to teach them step by step how to start with emailing. We would have liked more concrete examples, even if it means being less broad in the spectrum of topics covered.
Nevertheless, and especially in the last 100 pages, this book is a very good reminder of what to do and what to avoid when starting with emailing.
