The Handbook comes out of Dr. Wilson's own struggle to continually improve his own e-mail marketing. He says, "I began with Web Marketing Today e-mail newsletter in 1995, and have since launched a number of newsletters, both free and paid. My company's lifeline is e-mail, so I've had to find at least tentative answers for all the problems you're facing. In this Second Edition, I've gathered together in two volumes (a total of 875 pages) a practical handbook of information about e-mail marketing strategies and tools that you can either read or dip into as a reference." Published September 14, 2005.

Chapter Headings

Here's a chapter list from the 2005 version of The E-Mail Marketing Handbook (Second Edition). You can also see a detailed Table of Contents that includes subheadings within each chapter.

Preface to The E-Mail Marketing Handbook (Second Edition)

Dr. Ralph F. Wilson, Author

A lot has changed since I published the first edition of The E-Mail Marketing Handbook in April 2003. Spam has mushroomed, though most people are now using filters and have learned to live with it. Some have predicted the death of e-mail by spam-attack, but it is still alive and kicking -- and still quite effective. As a result of all the changes, I've complete re-written more than half of chapters.

I am convinced more than ever that Internet marketers must understand and use the full power of e-mail marketing if they are to maximize their potential on the Internet. In this book I've tried to explain just how to do that.

If you're new to e-mail marketing, you'll find this book a helpful instruction manual. If you've been involved with e-mail marketing for years, you'll find yourself referring back to this Handbook to check on spam filter details, research a new e-mail marketing program you are investigating, and to find some new ways to extend your mastery of e-mail. The instruction section is thorough but concise -- about 120 pages.

One of the most important functions of The E-Mail Marketing Handbook is as a shopping guide to e-mail marketing programs. In the First Edition I included reviews of several of the leading programs. In the Second Edition, however, there is no adequate way to review the 250 e-mail marketing programs. Instead, I decided to ease your shopping research in these ways:

• Chapter 9, "Selecting an E-Mail Marketing Program," describes in detail the kinds of features available in today's programs. From this chapter you should be able to determine just what features you'll need and which you won't.
• Recommendations are offered at the end of Chapter 9, with a special focus on meeting small business needs. Several programs have been designated with the Web Marketing Today 2005 Award of Merit for Excellence in E-Mail Marketing Software. But these days there are many, many excellent programs, so don't stop your research with my recommendations. You may need something special -- and fortunately many vendors can meet your specific needs.
• Appendix 1, "Questionnaire for Prospective E-Mail Vendors" (5 pages), is a 99-question questionnaire that you can make copies of as you evaluate various programs. I've included this tool in Volume 1 for your convenience.
• Appendix 2, "E-Mail Marketing Software and Service Vendor Directory" (110 pages), contains contact information and URLs to about 250 vendors. I am quite aware that the list isn't complete, but it is pretty comprehensive and covers vendors all over the world.
• Appendix 3, "Detailed Descriptions of Responding Vendors" (500 pages), contains answers to the 99 questions contained in Appendix 1 from about 50 vendors who took the time to respond to my four requests for information. This appendix is chock-full of valuable information, much of which you can't find on websites, that will allow you to compare vendors by specific features.
• Appendix 4, "User Likes and Dislikes" (100 pages), gives you some feedback and ratings by your fellow marketers who are currently using e-mail marketing software. Take their comments about particular programs with a grain of salt, but do read them, as they may alert you to special features or certain problems you should be aware of.

All in all, I think you'll find The E-Mail Marketing Handbook (Second Edition) to be a invaluable companion as you shop for e-mail marketing software and then begin to use it to empower your business.

My prayer is that this book helps you succeed in your business -- and in your life.

God bless you,
Dr. Ralph F. Wilson

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There are several ways to obtain this book. If you're one of my paid Web Marketing Today Premium subscribers you can download the e-book immediately at no extra charge.

You can purchase this these two volumes either as an e-book or a printed book/CD combination -- or receive the e-book version as a free bonus as part of a special offer. Let me explain....

Subscribe -- before the end of May 2008 -- to Web Marketing Today Premium, my premium e-commerce e-mail newsletter, and get this 2-volume book in e-book format free plus several others for only $49.95 for the annual subscription.

Special if you subscribe to Web Marketing Today Premium Edition before the end of the Month I'll give you 13 e-books worth $237.44 absolutely free if you subscribe before the end of the month. (If you're already a paid subscriber, login now at the top left corner of the main webpage to download your e-books). 1. My 89-page How to Develop a Landing Page -- completely revised and written for mid-2008 -- explains how to maximize the effect of your advertising, by pointing to a specific "landing page" that leads the shopper to decide to complete the transaction. This comprehensive guide, now in its third edition, will help you raise your conversion rate and maximize profits. It sells for $29.95 on my website. 2. Guide to Search Engine Optimization (2007 Edition) is a 97-page e-book that explains in simple terms what search engine optimization (SEO) is all about. It is not a guide for experts, nor will it make you an expert. But you'll understand how to (1) make your webpages and navigation system search engine friendly, (2) develop an effective link campaign to boost your PageRank, and (3) outsource SEO if you decide not to do it yourself. I sell this for $14.95. 3. How to Promote Your Site through Article Marketing. This 25-page report gives an overview of article marketing, that is, offering your articles to be used on other sites and e-zines in exchange for a link to your site. This approach that can be pursued for no money at all. On page 16 Dr. Wilson reveals a secret SEO experts know, but most article marketers don't, a strategy that can significantly raise PageRanks on your website. Sells for $11.95 on my website. 4. My 28-page Social Bookmarking and Marketing helps you get to the bottom of the social bookmarking phenomenon. Explains what social bookmarking is all about, outlines two main marketing strategies -- one that can get you in lots of trouble unless you know how to avoid the potholes -- reviews tools. Sells for $12.95 on my website. 5. Report on Pay Per Click (PPC) Bid Management Software. This 52-page report is a "must read" if you're doing PPC advertising using only Google's or Yahoo's native bid management interface. Bid management software can often save you 30% to 50% of your current level of ad purchases by maintaining your desired position, optimizing prices by reducing bid gaps on a frequent basis, and showing your ads only at times when you know your products sell best -- all working on autopilot. Which program should you select? This report outlines the features you should look for, compares 16 different bid management programs, provides user feedback, and makes recommendations. $14.95. 6. Research Guide to Online Niche-Finding. This 49-page book leads you through the steps necessary to discover a potentially profitable online business niche, consider the competition, and develop a unique approach that will bring traffic and revenue. We examine the 5 principles of research, examine the various formulas used to spot potential winners, consider the strengths and weaknesses of the existing research software, briefly survey 24 keyword, PPC, and niche-finding research software programs, and provide more in-depth reviews of WorldWide Brands Research Wizard, P.I.P.E. and the Online Research Guide to Picking Products that Sell. Price: $14.95. 7. How to Promote Your Local Business on the Internet. This 44-page book is designed for local business owners and marketing directors, as well as professionals who serve them -- web designers and marketing consultants. While not repeating all the Internet marketing basics, it focuses on the elements that can make local business marketing a success, localized search engine optimization, Yellow Page ads, awareness of local portals, use of local PPC options and geotargeting at Google AdWords and Yahoo Local, e-mail newsletters, etc. I sell this for $13.95. 8. The E-Mail Marketing Handbook (Second Edition). This 875-page e-book provides a broad look at all aspects of e-mail marketing -- publishing your own company e-mail newsletter, e-mail promotions, e-mail marketing programs, formatting the e-mail, ad tracking systems, autoresponders, getting through spam filters, RSS feeds, and obeying anti-spam laws. The book also includes four appendices with user comments and ratings of various programs, a directory of 250 e-mail marketing programs, and detailed vendor answers to 99 questions about their software. This is by far the most comprehensive book on the market, especially as a buying guide to software that could be used by small to medium businesses. I sell this for $27.00. 9. The 766-page Shopping Cart Report, revised in January 2004, is the most comprehensive purchasing guide to e-commerce software ever published. It provides a basic overview of carts and my recommendations of 36 particular carts. There's a shopping guide for 12 different cart applications. I provide a directory to 225 shopping cart programs, with detailed information on 50 of the top vendors. I sell this for $34.95. 10. My 135-page "Report on Affiliate Management Software 2005, looks at the basic and advance features of affiliate software, looks in detail at 48 stand-alone programs and 55 affiliate modules integrated into shopping carts. Then offers candid feedback from about 200 users and makes recommendations. I sell it for $22.95 on my website. 11. My 80-page "10 Steps to E-Business on a Shoestring" helps you see how to envision an e-business, find an unfilled niche, and then develop it a low cost. I tell you where you'll need to spend some money, and where to find low-cost services that can get you started without a high investment. I sell it for $17.95 on my website. PLUS my recent short reports: Reciprocal Linking Tools, 23 pages, $8.95 How to Optimize Your Landing Pages Scientifically, 32 pages, $11.99 But if you subscribe (or renew your subscription) to Web Marketing Today Premium Edition before the end of the month, I'll give you a copy of all these e-books absolutely free. Together they're worth $237.44 -- and if you add in the subscription price of $49.95, the total value is $287.39. But you'll receive the e-books absolutely free when you pay only the subscription price of $49.95 . Don't miss out. Subscribe now!

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