Book Review: The Constant Contact Guide to Email Marketing
Updated: Aug 2, 2022
Last year I was sent a copy of Eric Groves’ (Senior VP of Global Market Development at Constant Contact) book, The Constant Contact Guide to Email Marketing. I’ve just now gotten around to reading it, and I’m glad I did.
The book was well-written and validated all of the email marketing practices we have. Eric writes the book to be helpful no matter what email service provider you use, but provides extra insight into how to maximize your use of Constant Contact (and as you can see from past posts, I love Constant Contact).
I don’t want to give away all 10 of Eric’s keys to email marketing success, but here are some highlights:
Only send email to people who know you. How many times have you gotten a newsletter or email from someone you didn’t know, scratched your head and said, “I don’t know this person,” and deleted it? Case in point.
Don’t treat email addresses like email addresses; treat them like relationships. This one stood out for me. When someone gives you their email address, they’re trusting you to not abuse it. Be thoughtful in what you send out.
Send relevant content that has value to the recipient. I love this one, and that’s what we do in the Egg newsletter. I take my best blog articles that I think my subscribers would like and repurpose it for the email. I share marketing links. I provide value.
If email marketing is a mystery to you, get this book. Eric gives you insider tips on creating a subject line that will get people to open the email, organizing your contacts, getting people to subscribe and managing bounce rates. It’s the email marketing bible for entrepreneurs.