Виталий Александров – опытный маркетолог, основатель агентства eCRM и email-маркетинга Out of Cloud, крупнейшей в России компании в сфере директ-маркетинга – занимается маркетингом более 8 лет. Работает с ВТБ, X5 Retail Group, Puma, Royal Canin, Nikon, супермаркетами «Виктория» и «Перекресток». С начала 2016 года его фирма вышла на рынок США.

В этой книге он рассказывает о стратегическом подходе к рассылкам и подробно разбирает инструменты email-маркетинга для самого разного бизнеса: интернет-магазины, ритейл, В2В-услуги. Благодаря автоматизации и инструментам, механику которых доходчиво объясняет автор, вы научитесь составлять алгоритм email-рассылок, эффективно внедрять его и автоматизировать email-маркетинг. Никакого копирайтинга, ни слова о хороших текстах, продающих историях и красивых фразах.

Из этой книги вы узнаете, чем качественная рассылка отличается от бесполезной, каким образом удерживать и вовлекать пользователей, как собирать и обрабатывать информацию об их интересах и истории их поведения, а также как на основе этих данных корректировать стратегию рассылок.

Грамотный email-маркетинг поможет вам уйти от концепции сиюминутных продаж и выстроить долгосрочные доверительные отношения с вашими клиентами. А стратегический подход к рассылкам – закрепить достигнутые успехи.

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Неплохо для начинающих. Но полезно освежить свои знания. Есть список книг, которые неплохо было бы прочесть по этой теме. Так что даже если задел есть можно сделать некую сетку.

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Эта книга должна называться «Автоматизация и аналитика email-рассылок», а не как-то иначе.

И уж огромное недопущение использовать здесь слово «маркетинг». Что-то связанное с ним тут занимается процентов 5 от объема.

Зато книга неплохо написана (в отличии от произведения «известного копирайтера») и короткая.

Полезно будет руководителям всяких интернет-магазинов, у которых под словосочетанием «email маркетинг» подразумевается отправка скидок, спецпредложений, закрытых распродаж, «-10% только для вас» и прочие брошенные корзины. В книге как раз много об автоматизации, триггерах и приемах из практики.

Для b2b, услуг, сервисов книга может и принесет несколько полезных идей, но вы вряд ли найдете ее самой толковой из прочитанных за год.

Для малого бизнеса и образовательных проектов идей вообще с гулькин нос, можно смело воздержаться от чтения.

Я бы сказал, что описание и название вводят в заблуждение. Технические настройки, автоматизация, изучение статистики и применение ее в работе – вот что книга раскрывает.

А как писать хорошие письма, я не уверен что автор сам знает – там много примеров, которые выносятся как хорошие, с огромным баннером на пол письма: «минус 15% от цен – перейти к покупкам». Ну, примеры хотя бы личные, иногда с цифрами – уже что-то.

Знал бы прикуп, может и не стал читать. На любителя (из e-commerce).

P.S. Местами устарела.

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В целом, нормально. Информация подана легко и просто. Для новичков, чтобы дать основные понятия и правила e-mail маркетинга, самое то. для меня лично не хватило кейсов, разборов ситуаций и их решений. А может я придираюсь. Потому что по сути вся база тестируется теми или иными стратегиями, которые выбираете лично вы. Книга дает понимание, что перед вами мощный инструмент, который, если правильно использовать, принесет хорошую прибыль.

","user_display_name":"Татьяна Котова","user_avatar_url":"/pub/avatar/100/00/00/07/89/76/55/7897655.jpg","user_is_verified":false,"user_role":null,"user_id":7897655,"is_comment_left_by_reviewed_person":null,"created_at":"2021-11-03T22:13:10","likes_rating":0,"likes_count":0,"dislikes_count":0,"is_liked_by_current_user":false,"is_disliked_by_current_user":false,"is_removed_by_moderator":false,"black_listed_by_user":false,"item_rating":4,"replies":[],"is_user_profile_clickable":true,"source":"litres","replies_count":0},{"id":5734844,"caption":null,"text":"

Отличная книга, спасибо! Прочитала на одном дыхании, написана очень понятно и легко. Очень хорошо зашла глава по стратегии и сегментации, из примеров и кейсов можно брать много интересных идей.

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