Detailed but not overly technical, this book casts light on all aspects of the direct mail process, including planning, preproduction, and postproduction matters and is filled with technical tips, samples and illustrations.

Author: Ken Boone, Terry Woods, John Leonard
Paperback:  272 pages
Company: Gatfpress  (2002-06)
ISBN: 0883623781
List Price: $30.00
Amazon Price: $22.98
Used Price: $35.63

"Jack's in-depth knowledge of the catalog market and his exceptional talent for articulating a precise set of how-tos for seemingly every aspect of this complex business are unrivaled. . . . A masterful volume of a highly complex and challenging topic, written by one of the best catalog consultants around." -- Laura Beaudry, Editorial Director Catalog Age "Creating a Profitable Catalog is a comprehensive guide to modern-day cataloging. It includes up-to-the-minute information on concept and creative development, design and production, merchandising, circulation planning, database marketing, operations, and financial management. All of these topics are analyzed in intricate and careful detail as author Jack Schmid guides the reader through every step of building a successful catalog--either in print or on-line. This is a must-have for any aspiring cataloger's library and a welcome addition to the bookshelves of catalog industry veterans. Praise for Creating a Profitable Catalog by Jack Schmid "Jack Schmid is one of this country's best catalog marketers, and he has packed this book full of detailed, practical know-how on each and every aspect of cataloging. This book is important to anyone already working in our industry, but it is indispensable for someone just getting into the business." -- Bill Spaide, Partner Spaide, Kuipers & Company "I consider Jack Schmid to be the number one catalog strategist of our time. His magnificent new book, Creating a Profitable Catalog, is a treasure chest that starts with the year 2000 and goes beyond." -- Bob Stone, Chairman Emeritus Stone & Adler Author of the bestselling Successful Direct Marketing Methods

Author: Jack Schmid
Hardcover:  288 pages
Company: McGraw-Hill  (2000-04-01)
ISBN: 0658000640
List Price: $55.00
Amazon Price: $30.00
Used Price: $27.00

E-mail is today's most powerful marketing medium. It is also the most misunderstood. This dynamic book dispenses with incomprehensible theories and conflicting rules to explore real-life examples of e-mail campaign successes and failures -- explaining exactly why each soared or sank.

Over-mailing * Under-testing * Poorly constructed messages * Effective E-Mail Marketing shows marketers how to avoid these and hundreds of other problems, and how to craft messages that build rapport -- and sales -- to consumers worldwide. All marketers using the Web will want to look here first to learn the truth about:

* Adapting mass-market messages to this one-to-one medium * Strategies for increasing mailing frequency without increasing "opt-outs" * Techniques that reach through the screen to grab the reader * Words and phrases that drive response -- and those that guarantee rejection

At last, a book full of hard-boiled e-marketing tips to replace unproven theories!

Author: Herschell Gordon Lewis
Paperback:  304 pages
Company: AMACOM  (2002-06-17)
ISBN: 0814471471
List Price: $24.95
Amazon Price: $14.05
Used Price: $10.58

Researchers estimate that by 2008 e-mail marketing revenues will surpass $1.8 billion dollars annually. Are you getting your share? According to Jupiter Research, 93 percent of U.S. Internet users consider e-mail their top online activity. E-mail is a fast, inexpensive, and highly effective way to target and address your audience. Companies like Microsoft, Amazon.com, Yahoo, as well as most Fortune 1000 firms are using responsible e-mail marketing for one simple reason. It works! And it generates profits immediately and consistently! In this new groundbreaking book you will learn how to create top-notch e-mail marketing campaigns, how to build stronger customer relationships, generate new qualified leads and sales, learn insider secrets to build your e-mail list quickly, deal with spam filters, and the optimum days and times to send your e-mails. You will have step-by-step ways to: * Build your business quickly using responsible, ethical e-mail marketing, *Leverage your current Web site, using auto responders * Write effective e-mail advertising copy * Develop newsletters * Write winning subject lines * Get high click-through rates * Format your messages * Put the subscription form on your site * Use pop ups * Use single or double opt-in subscriptions * Increase the response rate of your offer dramatically * Format your e-mail so that it will be received and read * Choose between text or HTML e-mail (and why) * Reduce advertising expenses * Have measurable marketing results with instant feedback * Automate the whole e-mail marketing process In addition, we spent thousands of hours interviewing, e-mailing, and communicating with hundreds of today s most successful e-mail marketing experts. This book contains their secrets and proven successful ideas, including actual case studies. If you are interested in learning hundreds of hints, strategies, and secrets on how to implement effective e-mail marketing campaigns and ultimately earn enormous profits, then this book is for you.

Author: Bruce C. Brown
Paperback:  288 pages
Company: Atlantic Publishing Company (FL)  (2007-08-30)
ISBN: 1601380429
List Price: $24.95
Amazon Price: $13.89
Used Price: $14.31

Denny Hatch gives an exclusive inside's look at the art and science of direct mail creative technique -- copy approaches, design, formats, offers -- unlike anything ever before assembled. This new and updated edition includes an overview, complete with illustrations, of new trends in direct mail.

Author: Dension Hatch
Hardcover:  536 pages
Company: Bonus Books  (2001-05-25)
ISBN: 1566251621
List Price: $89.00
Amazon Price: $52.97
Used Price: $103.66

Author: Joseph Sugarman
Hardcover:  312 pages
Company: Delstar Pub  (1998-06-01)
ISBN: 1891686003
List Price: $39.95
Amazon Price: $119.97
Used Price: $103.89

The greatest book ever written on direct marketing and advertising has just been re-published by Boardroom Inc., the direct mail publishing giant whose famous ads start out What never to eat on an airplane... Boardroom last published this sought-after, how-to classic in 1984. Why a new edition? Martin Edelston, Boardrooms CEO, says The book was recently selling on-line for $900 (used), so we felt that we had to re-issue it. After all, we built a wonderful business based on Genes wisdomand others could, too. The late Gene Schwartz used to marvel that people came to him regularly, to say they directly credited this book with their making millions of dollars. Thats when Gene realized his book was about much more than just advertising. He said, There is a way to develop an entirely new market for a new or an old product. That way involves a certain number of clearly defined steps. And in this book, Gene shows you every single one of those steps. Put simply, Gene Schwartzs masterpiece addresses the universal problem of all copywriting: How to write a headlinethen the ad that follows it. Aim: To open up an entirely new market for the product. And several generations of copywriters agree. Breakthrough Advertising, Gene said, Is not about building better mousetraps. It is, however, about building larger miceand then building a terrifying fear of them in your customers. Its about helping to shape the largest and strongest market possible, and then intensifying that markets reaction to its basic need or problem, and to the exclusive solution you have to offer it.

Hardcover:  236 pages
Company: Bottomline Books  (2004)
ISBN: 0887232981
List Price: 
Amazon Price: $94.95
Used Price: $174.87

The "master strategist of direct marketing" has enhanced his classic reference with a wealth of proven direct mail strategies for the Internet age. This eagerly awaited edition adds in-depth information on profitable use of the Web for direct response sales, as well as increased coverage of alternative media, infomercials, telemarketing, and database marketing.

Author: Edward L. Nash
Hardcover:  600 pages
Company: McGraw-Hill  (2000-01-21)
ISBN: 0071352872
List Price: $59.95
Amazon Price: $32.33
Used Price: $27.75

Author: Sarah White, John A. Woods
Paperback:  391 pages
Company: Adams Media Corporation  (1997-09)
ISBN: 1558507272
List Price: $19.95
Amazon Price: $5.95
Used Price: $1.98

This lively book shows the more than 1.25 million real estate agents & brokers in North America how to use the proven techniques of direct marketing to make more money and sell more units. Drawing on the principles her agency has used in successful campaigns for Ford Motor Company, Weight Watchers, and American Express, Lois introduces real estate professionals to her easy-to-use Geller's Just In Time DM Program® so they can get the correct message into the proper hands at the right time. Spiced throughout with Lois's sane and savvy advice and stellar examples of winning ads and mailing pieces, SOLD! is guaranteed to help you target your marketing efforts, so you will be planting more sold signs and growing your business in no time.

Author: Lois K. Geller
Paperback:  224 pages
Company: Capital Books  (2006-12-19) (2006-12-19)
ISBN: 1933102276
List Price: $20.00
Amazon Price: $12.27
Used Price: $11.29