Influence people

Tuesday, July 28, 2015

The 120 Commandments

It took Moses four decades to write his laws, so we should be grateful it's taken only half that time for someone to codify the rules of email marketing.

And it was well worth the wait.

Writer, editor and e-mail marketer Chad White's extraordinary handbook, Email Marketing Rules: A Step-by-Step Guide to the Best Practices that Power Email Marketing Success, is by far the most intelligible, comprehensive and practical handbook yet written on the subject.

The 300-page book makes it unassailably clear—and not just from his bio on the back— that White is an accomplished "hands-on" email marketer; that he's not only been to the mountain, but around the block.

White walks you through 120 essential e-mail marketing rules-of-thumb, or in his words "the rules that separate great marketers from good marketers."

And the trip is eye-opening.

Encyclopedic in scope, Email Marketing Rules covers everything you ever wanted to know, and leaves out the hucksterism that normally pollutes books of this sort.

Rules aside, the glossaries larded throughout the book make it worth reading. So does the concluding chapter, "The Future."
My sole criticism of White's book: I couldn't read it 20 years ago.

Five stars for Email Marketing Rules. Buy it. Read it. Keep it handy.
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