‘E-mail Marketing for Dummies’ Debuts

Wiley Publishing, the firm behind the famous “For Dummies” how-to book series has finally gotten around to e-mail marketing.

Written by John Arnold, regional development director for e-mail service provider Constant Contact, “E-mail Marketing for Dummies” covers the basics of e-mail marketing, including how to integrate the channel into a sales strategy and how to figure out what to include in messages to customers.

The book also covers marketing basics, such as coming up with a value proposition, why calls to action are important and how to craft them, and how to determine the cost to acquire a customer.

“The primary audience for this book is the small-business owner with fewer than five employees,” said Arnold. “The secondary audience is medium-sized businesses and non-profits. It’s basically for somebody who’s doing it themselves.”

Though the book is aimed at beginners, it also covers some ground from which more experienced e-mailers could learn, such as creating e-mails that make the most of preview panes, and working around image blocking.

E-mail Marketing for Dummies is listed at $21.99.