In this valuable guide to niche marketing, Brondmo, the head of an Internet direct marketing firm, leads readers step by step through preparing for and launching an e-mail campaign. To his credit, he addresses both strategy—how a direct mail campaign should fit into a company's overall marketing efforts—and specific tactics for implementing it. (For example, it's best to first ask potential customers if they want to hear about a product, to avoid flooding them with messages if they say yes and to customize the e-mail as much as possible.) He even shows the reader sample marketing copy as well as how to determine exactly how successful a campaign has been. While Brondmo's writing tends to be flat, he provides enough potent images to keep readers engaged, as when he encourages Internet marketers to try to replicate the approach of the old-time shopkeeper who truly knew his customers.
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