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Truth About Email Marketing (09 Edition)


Truth About Email Marketing (09 Edition) Cover


Synopses & Reviews

Please note that used books may not include additional media (study guides, CDs, DVDs, solutions manuals, etc.) as described in the publisher comments.

Publisher Comments:

Praise for The Truth About Email Marketing


“It’s refreshing to see an author address specifics instead of gloss over generalities that can be boiled down to one sentence. Simms’ book debunks the top email marketing myths in a readable and logical fashion.”

Tad Clarke , Editorial Director, MarketingSherpa Inc.


“Anyone interested in maximizing their marketing budgets should stop what they are doing and read this book. Simms' deep experience in email marketing is widely evident in this very insightful and fact-filled book. Great insight into an area of marketing that is often overlooked. Plus, its a fun, easy read...especially for us marketers!”

Jeff Hilimire, President, Engauge Digital


“Simms has a great knack for simplifying the complex world of email. From the novice email marketer to the email aficionado, The Truth about Email Marketing provides insight and thought-provoking content that all of us can use in our email and online marketing efforts.”

Aaron Kahlow, CEO & Founder, Online Marketing Summit


“Simms Jenkins expertly outlines a series of useful Truths to ensure effective and highly optimized, permission-based email marketing programs. Take advantage of Simms' battle scars and set yourself on a direct course that unleashes the power of this important marketing channel.”

Sam Cece, Chief Executive Officer, StrongMail Systems


Everything you must know to utilize email marketing in your corporation or small business!

  • The truth about recession-proofing your business with email marketing
  • The truth about measuring results and improving promotional and newsletter campaigns
  • The truth about email marketing versus spam

This book reveals 49 proven email marketing best practices

and bite-size, easy-to-use techniques that get results


Email marketing is one of the most incredibly powerful yet misunderstood marketing channels of the business world. While many companies practice email marketing, few get it right. Industry expert, Simms Jenkins, provides a set of best practices to help you assess and refine your strategy and tactics. Your organization can gain much from new and proven approaches to email marketing: strengthen customer relationships, create loyalty, and build trust and awareness. The result is increased responses in sales, leads, registrations, and more.



Book News Annotation:

Jenkins reveals 49 truths about email marketing that will help marketers improve their practices. He describes the benefits of email marketing to an organization and concepts behind effective systems, such as customer-focused strategies, creating and growing a list, measuring performance, privacy, and automated email. Parts of the book were first published in Jenkins' columns on iMedia Connection. No index is provided. Jenkins works for an email marketing services firm. Annotation ©2008 Book News, Inc., Portland, OR (

About the Author

Simms Jenkins is chief executive officer of BrightWave Marketing, an award-winning email marketing services firm specializing in the strategic optimization of email marketing programs. He has extensive relationship and interactive marketing experience on both the client and agency side. Jenkins has led BrightWave Marketing in establishing a large and diverse client list, including top-tier brands such as ACS, BellSouth, California Casualty, CoreNet Global, Lowe’s, Sports Illustrated, and Ted’s Montana Grill, as well as leading advertising and marketing firms.


Jenkins is regarded as one of the leading experts in the email marketing industry, and the expertise of both Jenkins and BrightWave clients have been recognized and featured by a range of prominent media outlets, including Bloomberg and The Atlanta Journal-Constitution. Jenkins and his column for iMedia Connection, a leading interactive marketing and media publication, have been called one of the top 21 information sources for email marketers. In 2007, Jenkins facilitated a major industry partnership as BrightWave Marketing and The Email Experience Council joined forces to launch, the first centralized online repository of statistics and research specific to the email marketing industry.


Prior to founding BrightWave Marketing, Jenkins headed the Customer Relationship Management (CRM) group at Cox Interactive Media, a unit of media giant Cox Enterprises. Jenkins serves on the eMarketing Association’s board of advisors and is a board member of Atlanta Interactive Marketing Association (AiMA). Jenkins is a graduate of Denison University in Granville, Ohio, and resides in Atlanta with his wife and two sons.


Jenkins’ company website is and his website for the book is

Table of Contents

Introduction  ix

Foreword by Mark Brownlow  xiii


Part I                  The Truth About Why Email Works

Truth 1                Email is a powerful marketing tool  1

Truth 2                Permission-based email marketing is not spam  5

Truth 3                Email marketing is extremely cost-effective, targeted, and measurable  9

Truth 4                Email is stronger than ever  13


Part II                 The Truth About Email Budgeting and ROI

Truth 5                Don't be cheap: email cuts other costs, so invest in it  17

Truth 6                Using email ROI to guide your budget  21

Truth 7                Keeping your email program alive when budgets are cut  25


Part III                The Truth About Organizing an Email Department

Truth 8                Deciding to outsource or bring in-house  29

Truth 9                Finding the right partner  33

Truth 10              Getting the ball rolling with your email marketing partner  37

Truth 11              What makes a good email marketing manager  41


Part IV                The Truth About Customer-Focused Email Strategy

Truth 12              How to be relevant  45

Truth 13              Making your first impression count  49


Part V                 The Truth About Creating and Growing a List

Truth 14              It is not easier to ask for forgiveness  53

Truth 15              How to create an email list  57

Truth 16              Using lead-generation tactics to build your list  61

Truth 17              Complement email list growth with search  67

Truth 18              Keep a clean list  71

Truth 19              The benefits of a robust preference center  75

Truth 20              Get more from your email list  79


Part VI                The Truth About Best Practices

Truth 21              Length and your call to action  83

Truth 22              Creating an email newsletter  87

Truth 23              Establishing the right email frequency  91

Truth 24              Personalization  95

Truth 25              Segment lists for more targeted emails  99

Truth 26              Great Subject lines drive a strong response  103

Truth 27              Consider the From line  107

Truth 28              Test, test, test  111

Truth 29              Maximizing system-generated and automated emails  115

Truth 30              Use your signature line  119

Truth 31              Top to bottom advice for better emails  123

Truth 32              Audit your email program annually  127


Part VII               The Truth About Getting into and Optimizing the Inbox

Truth 33              The basics of deliverability  131

Truth 34              Understanding rendering  135

Truth 35              Creating email campaigns for mobile devices  139


Part VIII              The Truth About Measuring Email Performance

Truth 36              Know your email metrics, part 1  143

Truth 37              Know your email metrics, part 2  147

Truth 38              Remarketing for results  151


Part IX               The Truth About Privacy and CAN-SPAM

Truth 39              Understanding the CAN-SPAM Act  155

Truth 40              A closer look at spam  159

Truth 41              The varying levels of permission  163

Truth 42              What your privacy policy should cover  169


Part X                The Truth About Automated Email

Truth 43              Create a meaningful welcome message  173

Truth 44              Creating an unsubscribe process  177

Truth 45              The right (and wrong) ways to monitor replies to your email campaigns  181


Part XI               The Truth About B2B and International Email Programs

Truth 46              Delivering on business-to-business (B2B) email campaigns  185

Truth 47              Best practices for international email efforts  189


Part XII              The Truth About Where Email Is Headed

Truth 48              The impact of social media on email  193

Truth 49              The future of email marketing  197


References  201

Acknowledgments  204

About the Author  206


Appendixes (on the companion Web site only)

Appendix A         Recommended sites, newsletters, and blogs

Appendix B         Glossary

Appendix C         Useful statistics

Product Details

Jenkins, Simms
FT Press
Internet marketing
Electronic mail systems
Sales & Selling - General
Industries - Retailing
Marketing - General
Sales & Selling
Business, Sales
Edition Description:
Trade paper
Truth about
Publication Date:
August 2008
Grade Level:
8.4 x 5.4 x 0.6 in 263 gr

Related Subjects

Business » General
Business » Management
Business » Marketing
Business » Sales
Business » Writing
Computers and Internet » Networking » General

Truth About Email Marketing (09 Edition) Used Trade Paper
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