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I will be, in the next year, launching a product, and will be creating and hopefully growing a mailing list. This book is perfect for someone like me – with little or no knowledge of the topic. Mr. Scott lays things out clearly in simple and understandable terms. When he does get into the more technical aspects, he explains them clearly.
The book’s strength was its emphasis on becoming an authority in your chosen field. As he points out, there are plenty of ‘experts’, but an authority is someone who experts turn to. Scott is quick to acknowledge it takes a lot of work and no small amount of time to be viewed as an authority, but once you achieve that status, it is much easier to market and sell your products and/or services.
That is also important – his information is general enough that even if you’re not selling a physical product, there is lots of great information to help you. The advice is practical. He points out that email is “permission-based communication”. That permission might be easier to obtain these days, but with inboxes full of email, he has practical advice on how to stay out of the spam box. He goes a step farther – he explains how you can get customers to consistently open your email.
Scott also points out that once trust is lost, it is almost impossible to win back. Before you provide a recommendation for a product or service, remember that your relationship with customers hangs in the balance. If you take a stand on an issue, be decisive, but also be sure you’ve done your research and that you’ll be on the right side of history.
He also explains the importance of blogs and how to implement them into your email marketing strategy. His best advice, though, is that blogs require an investment and the worst thing that can happen is for there to be stale blog posts. Better to delete them and start up again.
Planning is the key for success and you need to define what success is for you. Realistic goals, budgets, and time commitments are important to determine ahead of time. He mentions critical options your email should include (although he didn’t mention the dreaded ‘unsubscribe’ button that is mandatory in most jurisdictions). He discusses metrics and how to effectively determine what is ineffective and, more importantly, what is working well.
With over 2 billion emails sent every day, how do you get yours to stand out? Especially because sometimes your subscribers will feel like they are the ones who receive a billion or two. Scott goes into more technical aspects, but more importantly, he provides a list of the most popular products – pointing out their strengths and weaknesses as well as which would be more appropriate depending on your goals and size of anticipated customer base.
The piece of advice I found most helpful was how to grow as an authority. Scott suggest taking good notes as you learn – on what works, and more importantly, what didn’t. He went as far as to suggesting writing a book to put on Amazon. He made it sound easy – and it might be – but putting out rushed or sub-standard and unedited material is worse than nothing. If you do it right, though, it is something you can gift your subscribers.
Note, I’ve only touched on a fraction of the topics. If you’re planning to put together a business where email marketing can help, this is a great book.
Sam Slydell, as a narrator, did a great job. His voice, tone, and delivery were very suitable for the book. I look forward to listening to more books by both men.
I was given this free review copy audio book at my request and have voluntarily left this review.
I thought a lot of the content in this book seemed like common sense. There was some good recommendations, though, so it wasn't a complete waste of time. I thought the narrator did a good job of trying to make the information presented interesting. If you don't know much about email marketing, this could definitely provide some solid information to you.