'How-to' book reveals the methods, mistakes and measurability of this marketing approach

'How-to' book reveals the methods, mistakes and measurability of this marketing approach

Wiley Publishing, in conjunction with Emailvision, has launched Retention Email Marketing For Dummies helping brand marketers to improve customer loyalty and increase sales.

The handbook turns the email service provider’s extensive experience, gained through its work with more than 2,000 brands globally, into seven short chapters of practical advice.

For a limited time only, marketers can claim a free copy of the book by visiting the Emailvision website.

Email plays an important role in marketing strategies and no more so than in customer loyalty schemes.

Growing claim on marketing spend

Recent figures show that email now accounts for 17% of digital marketing spend, up from 14% last year, according to the fourth annual Email Marketing Industry Census 2010, published by eConsultancy.

Areas covered range from how to build retention email strategy to the common pitfalls, as well as offering advice on delivering and maintaining targeted customer communications.

The guide has been published as part of the For Dummies series, which offers easily recognisable reference guides and turns complex subjects into plain English.

“We’re always looking at ways we can boil email marketing best practice down to the key facts to help marketers achieve better results from campaigns,” said Nick Gold, regional manager Northern Europe at Emailvision."

“The Dummies Guide demystifies the more intimidating terms, explaining techniques such as transactional email and lifecycle automation in step-by-step, bite-sized chunks.”