E-Promotions : The Value of E-Mail Marketing

Features

• Cover Type: Paperback with 90 pages
• Published by: Publications Section, Inter-American Development Bank June 29, 2000
• Written in: English
• ISBN 10 Number: 1886938822
• ISBN 13 Number: 978-1886938823
• Book Dimensions: 10.6 x 8.2 x 0.3 inches
• Weighs: 8 ounces

Product Description
This monograph brings together two distant worlds: the volatile and hyper-aggressive milieu of e-mail commerce and the practices of a traditional, multilateral institution. How does Amazon.com market books and how does the IDB distribute its publications? How much can the Inter-American Development Bank learn from a dot.com?

It seems that some of the marketing tools used by the ever so powerful Amazon.com can be used by a small but respectable publishing center of a development bank. Not only that, but the Bank can learn from the mistakes of the big dot.coms. This is a most welcome piece of writing.

Publisher Description
The number of Internet users in the world was estimated at less than ten million in 1993. As we enter the new millennium, total Internet users in Latin America alone are approaching ten million.

Recent improvements in the Internet are revolutionizing the way companies do business, especially the way they market their services. The publishing industry is no exception. The Publications Section of the Inter-American Development Bank is pleased to explore some of the opportunities provided by this information revolution. "E-Promotions: The Value of E-mail Marketing" looks at the effectiveness of e-mail promotion as a complement to marketing strategies used by booksellers.

The estimated 5.4 trillion messages sent in the United States during 1999 suggest that e-mail has become as popular as talking over the phone. In fact, e-mail has a higher response rate, a lower response time and costs less than traditional mail. This study measures the effectiveness of e-mail as a marketing tool by evaluating the results of a customer survey and of a comparison analysis of e-mail promotions by Amazon, Barnes & Noble and Borders. The last chapter, a look at the value of e-mail marketing through the IDB experience, identifies useful alternatives that can maximize the benefits of these new marketing techniques.

You don't have to be an Amazon.com or a Barnes & Noble to use e-mail promotion. A multilateral development institution such as the IDB can use e-mail to increase book sales, which are a powerful means of disseminating the Bank's intellectual product. Internet queries are an inexpensive mechanism for market research. Combined with an interactive marketing strategy, they provide an unprecedented opportunity to dramatically increase book sales and enhance the Bank's reputation as a source of information on Latin America.

Reader Reviews
The book was disappointing. While there was some value to its content, the publication is more akin to a published university thesis than a book. Limited in scope to buying books online, wih reference to the Inter-American Development Bank's experience at using email to sell its publications, the title is misleading.