New book on emailing written by Emmanuel Robin

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:

1. History and state of the art This chapter reviews the history of email, the legislation and the state of the emailing market.
2. Strategies and marketing Here, Emmanuel Robin focuses on the reasons why you should do emailing and on the objectives of acquisition and loyalty emailing.
3. 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.
4. The message How to structure your messages, what identification elements, how to code your emails?
5. The shipment This chapter covers the different email sending solutions and the basics of deliverability.
6. The results How do you interpret the results of your campaigns, whether they are positive or negative?
7. Trends and developments And tomorrow? What are the evolutions of emailing for the next months and years?

My opinion on the book

J’ai eu l’occasion de lire le livre en début de semaine. Et j’avoue que mon avis est mitigé. Mon premier reproche est un chapitre sur la base de contact qui parle beaucoup d’acquisition, mais pas assez des bonnes pratiques d’hygiène et de segmentation. Pourtant, la gestion de la qualité des données est l’un des principaux chantiers auxquels sont confrontés les expéditeurs d’emails. D’autre part, ce livre est clairement destiné aux débutants, mais ne prend pas vraiment la peine de leur enseigner pas à pas comment débuter avec l’emailing. On aurait aimé plus d’exemples concrets, quitte à être moins large dans le spectre des sujets traités. Néanmoins, et surtout dans les 100 dernières pages, ce livre est un très bon rappel de ce qu’il faut faire et de ce qui est à éviter lorsque l’on début avec l’emailing.