I found The Truth About Email Marketing while browsing through the business section at Borders bookstore. I pulled it off the shelf to take a closer look because, quite simply, the book was sticking out a little bit, and the teal cover caught my eye. Upon scanning through the table of contents and reading Truth #1, the author, Simms Jenkins, immediately grabbed my attention in the introductory paragraph when he described how people typically rolled their eyes and made “spam” comments as soon as he told them his job involved email marketing. I would certainly have rolled my eyes about spam as well! After reading the introductory paragraph standing in the aisle at the bookstore, I decided I would give Mr. Jenkins the chance to change my mind, and I hoped to gain an understanding of his perspective upon finishing his book.
The Truth About Email Marketing is organized into what the author calls the 49 Truths of e-mail marketing. These truths are divided and grouped into 11 sections, with titles such as “The Truth About Why Email Works” and “The Truth About Measuring Email Performance.” Every “Truth” is only 2-3 pages, and this format lends itself to the reader; each “Truth” flows logically into the next, and this makes the book both a fast and an easy read.
Throughout the 200 pages, Mr. Jenkins very effectively describes: why e-mail marketing is a valuable tool; how e-mail marketing provides the highest return on investment (ROI) of all marketing strategies; how to create and grow your contact list; best practices; the truth about privacy and the CAN-SPAM act; and where e-mail marketing is headed in the future.
I would certainly recommend this book to marketing students; they could gain perspective on a new technique they may have not otherwise considered, and they can then bring that perspective to whatever new company they continue on to work for. I also recommend this book to ANYONE currently employed in a marketing position; Mr. Jenkins’ ideas are concrete, proven effective, and most importantly, they have measurable objectives. This book ‘makes the case’ for anyone on the fence about whether or not to fit an e-mail marketing campaign into their budget or to increase an existing e-mail marketing budget.