"Jim Sterne is one of the clearest thinkers around. He understands the ins and outs of Internet marketing. Buy his books and listen up!"—Seth Godin, author, Permission Marketing"A classic in an industry where classics are rare. This is the most well-rounded tutorial on Web marketing ever written."—Kristin Zhivago, Editor of Marketing Technology, Columnist for Marketing Computers, and President of Zhivago Marketing Partners, Inc. Introducing the latest edition of the most helpful guide to understanding the Web's vast potential as a marketing medium! World Wide Web Marketing, Third Edition Online marketing guru Jim Sterne has updated his bestselling guide to help marketing, advertising, and publicity professionals keep pace with the rapid growth of the online marketing industry. Completely revised and expanded to provide you with the latest tools and opportunities that exist on the Internet, this exceptional guide gives you the keys to understanding how to maximize your organization's Web marketing initiatives. You'll get an arsenal of online marketing tools and learn how to use them for your specific needs, whether for direct sales, reducing the cost of customer service, or creating and selling new services. Jim Sterne walks you through everything you need to know to succeed in today's competitive online world, including: *Why Web navigation and interaction are important to your customers and your brand *Identifying Web marketing goals, brainstorming new ideas, and prioritizing projects *Online channel conflict and online channel convergence *How to get as many people to visit your site as possible *E-metrics—how to measure online marketing strategies *Running a site from the business angle.

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The most powerful tool for marketing, branding, direct response, and building customer relationships is email. It's cheap, easy-to-use, and almost everybody on the Internet has an email address. The only problem is that not everyone knows how to use it correctly. Sending out a bad email not only discourages potential customers, but it can also damage your brand and your reputation.
Written by the leading experts on Internet direct marketing and permission email marketing, this book arms you with the latest email strategies and techniques to help you dramatically improve response rates and forge lasting customer relationships. The authors provide a comprehensive introduction to what email marketing is and how it can be used to reach a larger group of people at a lower cost. You'll discover the ins and outs of creating an effective email marketing strategy and how it can play a significant role with your customers. And you'll find a collection of valuable templates that will help you get started immediately!

This book takes you step-by-step through the process of creating a successful permission email marketing campaign. Inside, you'll learn how to:

Develop a campaign strategy Write an email masterpiece Reach your target audience Enhance a campaign for a better response rate Measure the success of email marketing strategies Advertise on other people's electronic newsletters Host your own discussion group

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