Rating: 
Summary: dead-on vision + practical guide = success
Review: Companies looking to succeed in this world (where the customer is in control) better read Hans Peter's book (two seperate times... seriously).The first time? Actually, this book is not really about email marketing (though email marketing is powerful). It's about adopting a customer-centric view in everything you do. To really put the customer first requires a make-shift change in the thinking at the very top (by CEOs and other leading executives) and the organizational implications are deep and wide. The second time? Once you plot a strategic plan for putting this customer-centric thinking into action, I recommend you read it again with your loyalty hat on. I promise you, incremental revenue will be easily found if you deploy the tactics recommended in The Eng@ged Customer. Profitability is not a pipe dream... but did someone tell you it would be easy?
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Summary: The Bible on E-mail Marketing in 2000
Review: Hans Peter Brondmo's "The Engaged Customer" is a must for Internet marketers. Whether you're an experienced Internet marketer or a novice, this book will be prove to be of enormous value. It is extremely thorough in its coverage of e-mail marketing from planning to vendor selection to analysis, and this book goes deeper into exploring customer relationships. Buy it. Given the highest rating in its December 2000 MarketingToday.com review.
Rating:
Summary: The Bible on E-mail Marketing in 2000
Review: Hans Peter Brondmo's "The Engaged Customer" is a must for Internet marketers. Whether you're an experienced Internet marketer or a novice, this book will be prove to be of enormous value. It is extremely thorough in its coverage of e-mail marketing from planning to vendor selection to analysis, and this book goes deeper into exploring customer relationships. Buy it. Given the highest rating in its December 2000 MarketingToday.com review.
Rating:
Summary: solid mix of vision and practicality
Review: Hans Peter does a great job of mixing common sense with a vision of the future. He gives a step by step explination of email implementation and the use of customer data blended well with a cutting edge feel for who is doing what and how. His focus on creating customer dialogue is accurate and well explained. Good stuff.
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Summary: Excellent Insight into Retention Marketing
Review: Hans Peter's insight into the next wave of Internet Marketing is a must read for all Corporate and Consulting Marketeers. Beyond Permission Marketing and Email Marketing comes 'Eng@ged Customer Marketing'.
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Summary: Outstanding and Essential Text on Email Marketing
Review: I have adopted Brondmo's email marketing book as a text in my electronic marketing course. I recommend it as essential reading. The book takes over where Seth Godin's Permission Marketing left off. Godin's book was all about philosophy, with not too much about implementation. Brondmo's book start with a grounding in a customer-centered / one-to-one business philosophy but carries through implementation to program review, getting down to nuts and bolts. His examples and analogies ring true... .
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Summary: This books wraps up other online marketing concepts.
Review: I have read many books on e-mail strategies, viral marketing and permission-based marketing and this one makes the cut. I figured by reading the book I would get some pretty good analysis of what it takes to run a good e-mail marketing campaign, the pros and cons of various strategies (in house vs. outsourcing) and some "big picture" issues to deal with. The author delivered on that but I wish he had some # crunching and data analysis in it. If you have read about permission based marketing and viral marketing this is a book that will help to "pull it all together." While some concepts will have been covered by then I know it has helped me in pulling together a strategy long-term for a few websites I want to rollout in the next few years. Good books to read about viral marketing, in order of preference, are (1) Seth Godin and Permission Marketing (2) Malcolm Gladwell's The Tipping Point and (3) Emanueul Rosen's Anatomy of a Buzz. Kim McPherson's E-mail Strategies That Work book is a good book on e-mail campaigns.
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Summary: Refreshing and Unique Counsel
Review: Many books' subtitles are misleading. Not so with this book: "The New Rules of Internet Direct Marketing" and "Email Strategies for Creating Profitable Customer Relationships." Brondmo does indeed deliver in abundance what these subtitles promise. He suggests that, "After reading this book, you will gain insight into powerful strategies and hands-on tactics for turning...initial buyers into profitable, loyal, and engaged customers." He then observes that his reader is provided with two books in one: "A guide to thinking and a guide to doing. It's organized into four parts." Part I Using Email to Engage Your Customers Part II Taking a Strategic Approach Part III Implementing Customer Dialogue Part IV Looking Ahead "If you are an executive looking for an overview of how email marketing will impact your business, you'll want to read Parts I and IV carefully and skim Parts II and III. If you are a manager responsible for implementing and operating email marketing programs, you'll probably want to read the entire book, focusing especially on Parts II and III." He then offers a brief description of each part. Later, Brondmo offers several key points re customer orientation: data drives relevance, relevance drives engagement, relationships are at the core of customer sustainable commerce, and building trust is an imperative. He concludes the book with an assertion that "Profitability and sustainability of all Internet business hinges on engaged customers, and there couldn't be a more perfect time to get engaged with them than today.? How? You'll find the answer in this book, one of the very few published thus far which suggest the best strategies and tactics to create profitable customer relationships with Internet direct marketing.
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Summary: A real and ethical plan for internet marketing and not spam
Review: The authors have put together perhaps one of the best and most complete books on marketing via e-mail on the market today. Note that I said "marketing via e-mail" and not spamming via e-mail. The authors actually address this issue and how to use e-mail marketing in a positive manner where it will be welcomed by the recipient and not instantly deleted. Hans Peter Brondmo is an authority on this issue and is one of the owners of Post Communications, which uses e-mail marketing extensively. The book details how to move from traditional marketing methods to an Internet based marketing system that concentrates on the efficient and positive use of e-mail. It not only covers how to use it to obtain new customers but guides the reader step by step in how to effectively use e-mail to create and maintain customer loyalty and positive relationships.
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Summary: Engaging look at email marketing
Review: The economy is quickly becoming one that's led by services. In effect, a customer-led economy. The April 2001 Inc. magazine cover story makes this contention as well. In "The Engaged Customer," Brondmo's thesis is that in order to effectively compete in this post-dot-com economy, your company must engage its customers in a dialogue. The tool most suited for engagement is email. On a customer cost-efficiency basis, it's cheap, fast and measurable. The value of "The Engaged Customer" is found in the numerous methodologies for strategy development, deployment programs and measurment systems for email-based programs that Brondmo supplies. He also makes the well-versed argument that engaged companies are the ones more likely to prosper in the customer-led economy. An engaged company is one that makes its communications with customers completely seamless. How many times have you conversed with an airline or a phone company about needing support and ordering new services that you cannot do both with the same company representative? In the customer-led economy, it doesn't matter -- nor should it -- if your customer-service department is based in Albuquerque and doesn't have access to the web-based ordering system and its IT group in Dallas. Why should your customer have to hang up the phone, call another number and wait another 20 minutes to talk with another represenative? The engaged company keeps a history of every communciation with every customer ever made. Furthermore, every customer contact point across the enterprise -- from the clerk at the retail store to the technical support rep in Seattle -- has access to that same data. This is no small endeavour for a company that's doing a billion-plus in annual revenues, but it's what many up-and-coming companies are doing, and it's a central theme of their strategy to eventually overtake their larger competitors. Brondmo also makes a somewhat compelling argument for merging your customer-service department with your marketing group. A good marketing group ensures consistency of communications internally and externally (since your company has both internal and external customers). This idea, while not new, seems to be a lay-up, but Brondmo could have provided more insight into the strategy and mechanics of completing this rebalancing act for several types of companies. If there's anything major to quibble with in Brondmo's debut work as a business author, it's that "The Engaged Customer" would have been a richer experience if it had shared additional major case studies other than ebags.com, CDNow and Peopia. As of this writing in April 2001, those three companies are either hobbled victims of the dot-com downturn or extinct. Also, Brondmo does not make it clear if those companies have been paying clients of himself or his company (Brondmo is the founder of Post Communications, an email marketing company that was acquired by Netcentives). Additional case-study work with traditional brick-and-mortar companies would make this otherwise enlightening book rank in importance with Patricia Seybold's important and declarative "Customers.com."
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