November 4, 2000

Jack Covert Selects: Jack Covert Selects - The Eng@ged Customer

By: 800-CEO-READ @ 6:30 PM – Filed under: Management & Workplace Culture

The Eng@ged Customer: The New Rules of Internet Direct Marketing by Hans Peter Brondmo, HarperBusiness, 240 Pages, $26.00 Hardcover, October 2000, ISBN 0066620783
A fun factiod: the average email user receives 54 to 93 emails a week.
Just looking at my personal experience, I am sure that number is rapidly growing. As a company that has been using e-mail to communicate with our key clients for almost three years, I read this book with much interest. Brondmo is the founder of Post Communications, one of the leading providers of closed-loop e-mail marketing solutions. Here, Brondmo has applied some direct marketing (DM) principles to e-mail strategies.
In the old days of DM, we, the businesses, were in control. Remember the old Sears Christmas catalog? The ripped pages, bent corners, and scribbled circles around desired gifts? With technology, the tables have turned. Now, customers pursue a product through various technological mediums, including email. So vast-reaching is technology that some cabs in San Francisco come equipped with computers that allow you to check your email or search for a restaurant by logging onto the Internet. Ultimately, the key point in the book is that we need engage our customer, and email is the way. Brondmo states: "Simply put, the more engaged your customers are, the more valuable they are."
One of the real treasures in this book is the chapter called, "Who's Who, Putting All the Pieces Together." In this chapter, Brondmo leads you through the twists and turns of the e-mail DM landscape. He looks at the corresponding costs for DM and e-mail, and explains the options and levels of service you may need to look at. He ends the chapter with what he calls "Evaluation Criteria." Email is a medium you or your business needs to utilize- now. Thus, it is key that Brondmo explains his primary concept, and then shows you the shortcuts to completion. The book is written in a breezy, style with lots of interesting factiods to keep your attention.