Email Marketing for Complex Sales Cycles
If you’re a business owner or marketer who is undecided about the value of email marketing, Email Marketing for Complex Sales Cycles, by Winton Churchill, is a good book for you. It’s intended to be a quick read, and it is. I got through it in one afternoon while waiting on my computer to finish a variety of updates.
On the other hand, if you already know email marketing is good and you’re looking for actionable information that will make your email programs more effective, you’ll probably be disappointed. I found very little that I didn’t already know – and I’m not an avid follower of the latest in what works in email marketing.
The book does serve as a good reminder of things we know but sometimes forget, such as:
Good lists are better than cheap lists.
Provide multiple opportunities for the reader to click on a link throughout the message. Winton feels that three is best.
A piece of educational material makes a great offer.
You may send four or five emails to the same person before they read your message.
There’s more but as I said, this book is better as a high level (and wonderfully simple) overview of email’s role in the complex sale process, and not so great as a guide to successful email marketing.
[tags] email marketing, complex sale, lists, lead generation, nurturing [/tags]
This article was first published  October 21, 2008 on the Tatum Marketing blog
If you’re a business owner or marketer who is undecided about the value of email marketing, Email Marketing for Complex Sales Cycles, by Winton Churchill, is a good book for you. It’s intended to be a quick read, and it is. I got through it in one afternoon while waiting on my computer to finish a variety of updates.
On the other hand, if you already know email marketing is good and you’re looking for actionable information that will make your email programs more effective, you’ll probably be disappointed. I found very little that I didn’t already know – and I’m not an avid follower of the latest in what works in email marketing.
The book does serve as a good reminder of things we know but sometimes forget, such as:
- Good lists are better than cheap lists.
- Provide multiple opportunities for the reader to click on a link throughout the message. Winton feels that three is best.
- A piece of educational material makes a great offer.
- You may send four or five emails to the same person before they read your message.
There’s more but as I said, this book is better as a high level (and wonderfully simple) overview of email’s role in the complex sale process, and not so great as a guide to successful email marketing.
Tue, Nov 10, 2009
Conversion Rates, Traffic
Written by: Susan Tatum