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Hillstrom's Email Marketing Excellence: Using Email Forensics to Prove Email Marketing Isn't Dead (Volume 1)
If you listen to trade journalists, bloggers, or some social media experts, you'll learn, quickly, that email marketing is dead. Nothing could be further from the truth. In "Hillstrom's Email Marketing Excellence", Kevin Hillstrom applies the craft of Email Forensics to the understanding of email subscriber behavior in an e-commerce environment. By...
If you listen to trade journalists, bloggers, or some social media experts, you'll learn, quickly, that email marketing is dead. Nothing could be further from the truth. In "Hillstrom's Email Marketing Excellence", Kevin Hillstrom applies the craft of Email Forensics to the understanding of email subscriber behavior in an e-commerce environment. By moving away from open rates, click-through rates, and conversion rates, Mr. Hillstrom introduces a framework designed to measure the true impact of email marketing on an e-commerce or retail business. In addition, Mr. Hillstrom offers what he calls "The Direct Marketing Success Pyramid", a framework for thinking about excellence in email marketing. Coupled with structured goals and objectives for all employees, Mr. Hillstrom demonstrates to the reader a methodology that resonates with executives while proving the naysayers wrong.
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