From the book lists at Adware Report:

All information current as of 01:23:40 Pacific Time, Sunday, 20 March 2005.

The Engaged Customer: Using the New Rules of Internet Direct Marketing to Create Profitable Customer Relationships

   by Hans Peter Brondmo

    July, 2002


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Editorial description(s):
Observers of the Net have long considered e-mail the medium's killer application. The Eng@ged Customer, by Hans Peter Brondmo, shows why this may be even more relevant for e-commerce endeavors of the future--and sets out various ways that it can be utilized to develop "profitable, loyal and engaged" consumers today. "Whether you're sending individual customers their stock portfolio update at the end of each trading day, writing a gossip column on the music industry, sending special offers or promotions, publishing an industry newsletter, sending a purchase confirmation, or running a gift reminder-and-product-suggestion service, e-mail marketing can do the job," writes Brondmo, founder of a firm that has helped design and implement such programs for companies ranging from Amtrak to Victoria's Secret. A section illustrating how e-mail can foster the "age-old principles [of] personal service and communication" to more fully engage customers, and one with speculations on the future implications of the practice, are sandwiched around the meat of Brondmo's book: specifics on using e-mail to acquire, convert, and retain real business. The highly detailed advice, consistently delivered with the necessary sensitivity to spam, privacy, and other concerns, should prove instructive to executives and managers at every level. --Howard Rothman --This text refers to an out of print or unavailable edition of this title.

From Publishers Weekly
In this valuable guide to niche marketing, Brondmo, the head of an Internet direct marketing firm, leads readers step by step through preparing for and launching an e-mail campaign. To his credit, he addresses both strategyAhow a direct mail campaign should fit into a company's overall marketing effortsAand specific tactics for implementing it. (For example, it's best to first ask potential customers if they want to hear about a product, to avoid flooding them with messages if they say yes and to customize the e-mail as much as possible.) He even shows the reader sample marketing copy as well as how to determine exactly how successful a campaign has been. While Brondmo's writing tends to be flat, he provides enough potent images to keep readers engaged, as when he encourages Internet marketers to try to replicate the approach of the old-time shopkeeper who truly knew his customers. (Nov.)
Copyright 2000 Reed Business Information, Inc.
--This text refers to an out of print or unavailable edition of this title.


Brondmo is an expert on Internet direct marketing and heads his own consulting business. Direct mail advertising has always been a mainstay of direct marketing. Now e-mail is being used by Internet businesses to reach potential customers with greater precision. And, just as direct mail spawned unwanted "junk mail," e-mail has begot "spamming." The use of e-mail as a marketing tool also raises significant concerns about privacy. An enthusiastic advocate of the use of e-mail to reach customers, Brondmo addresses both issues. He suggests that there are ways to target e-mail messages so that customers will complain when "they don't hear from you." Brondmo also provides an overview of the current "e-mail landscape," illustrates applications of e-mail marketing, identifies 12 best practices in the use of e-mail, and suggests ways to integrate e-mail into a company's overall strategy.David Rouse
Copyright © American Library Association. All rights reserved
--This text refers to an out of print or unavailable edition of this title.

Book Description

In the age of the Internet, how do you keep your customers coming back--again and again--when your competitors are always just one click away? How do you turn casual, anonymous surfers into profitable, "engaged" customers?

The answers to these questions can be found in The Eng@ged Customer, written by Hans Peter Brondmo, one of the Internet's best known and most successful direct marketing experts. In this new marketing classic Brondmo introduces readers to the new rules of Internet direct marketing and shows them how to use email to build service rather than marketing relationships.

A visionary in both the technology and marketing arenas, Brondmo has shown more company executives than anyone how to build lasting, profitable, one-on-one relationships with customers on the Internet. His client list includes such household names as Palm, Hewlett-Packard, Victoria's Secret, Amtrak, Wells Fargo Bank, OfficeMax, Wegmans Food Markets, as well as such Internet leaders as CDNow, E-Trade,,, and

The Eng@ged Customer makes Brondmo's expertise available to executives, managers, and marketers in both Old and New Economy businesses. The book combines a strategic perspective with tactical guidance, showing where and how to invest in order to build an Internet direct marketing program, and how to plan, develop, and implement your program for maximum success.

While sending email messages to customers may sound like a simple process, retailers and marketers all over the world have discovered just how difficult it is to do it well. Let Brondmo show you how todesign email communications and marketing programs that have your customers complaining if they don't hear from youunderstand and manage customer information so that you can "get to know" each and every customer--even if you've got millionsavoid spam and the potential nightmare of privacy violationsanticipate the organizational impact of customer-focused Internet direct marketingdefine, measure, and track your success.

Whether you are an executive or a manager, The Eng@ged Customer will show you:how to keep your customers coming backhow to rise above the increasing Internet clutterhow to become the trusted voice that your customers rely on.
--This text refers to an out of print or unavailable edition of this title.

Reader review(s):

A real and ethical plan for internet marketing and not spam, February 28, 2002
The authors have put together perhaps one of the best and most complete books on marketing via e-mail on the market today. Note that I said "marketing via e-mail" and not spamming via e-mail. The authors actually address this issue and how to use e-mail marketing in a positive manner where it will be welcomed by the recipient and not instantly deleted. Hans Peter Brondmo is an authority on this issue and is one of the owners of Post Communications, which uses e-mail marketing extensively.

The book details how to move from traditional marketing methods to an Internet based marketing system that concentrates on the efficient and positive use of e-mail. It not only covers how to use it to obtain new customers but guides the reader step by step in how to effectively use e-mail to create and maintain customer loyalty and positive relationships.

Refreshing and Unique Counsel, November 13, 2000
Many books' subtitles are misleading. Not so with this book: "The New Rules of Internet Direct Marketing" and "Email Strategies for Creating Profitable Customer Relationships." Brondmo does indeed deliver in abundance what these subtitles promise. He suggests that, "After reading this book, you will gain insight into powerful strategies and hands-on tactics for turning...initial buyers into profitable, loyal, and engaged customers." He then observes that his reader is provided with two books in one: "A guide to thinking and a guide to doing. It's organized into four parts."

Part I Using Email to Engage Your Customers

Part II Taking a Strategic Approach

Part III Implementing Customer Dialogue

Part IV Looking Ahead

"If you are an executive looking for an overview of how email marketing will impact your business, you'll want to read Parts I and IV carefully and skim Parts II and III. If you are a manager responsible for implementing and operating email marketing programs, you'll probably want to read the entire book, focusing especially on Parts II and III." He then offers a brief description of each part. Later, Brondmo offers several key points re customer orientation: data drives relevance, relevance drives engagement, relationships are at the core of customer sustainable commerce, and building trust is an imperative. He concludes the book with an assertion that "Profitability and sustainability of all Internet business hinges on engaged customers, and there couldn't be a more perfect time to get engaged with them than today.? How? You'll find the answer in this book, one of the very few published thus far which suggest the best strategies and tactics to create profitable customer relationships with Internet direct marketing.

This books wraps up other online marketing concepts., December 21, 2001
I have read many books on e-mail strategies, viral marketing and permission-based marketing and this one makes the cut.

I figured by reading the book I would get some pretty good analysis of what it takes to run a good e-mail marketing campaign, the pros and cons of various strategies (in house vs. outsourcing) and some "big picture" issues to deal with. The author delivered on that but I wish he had some # crunching and data analysis in it.

If you have read about permission based marketing and viral marketing this is a book that will help to "pull it all together." While some concepts will have been covered by then I know it has helped me in pulling together a strategy long-term for a few websites I want to rollout in the next few years.

Good books to read about viral marketing, in order of preference, are (1) Seth Godin and Permission Marketing (2) Malcolm Gladwell's The Tipping Point and (3) Emanueul Rosen's Anatomy of a Buzz. Kim McPherson's E-mail Strategies That Work book is a good book on e-mail campaigns.

Outstanding and Essential Text on Email Marketing, July 5, 2001
I have adopted Brondmo's email marketing book as a text in my electronic marketing course. I recommend it as essential reading. The book takes over where Seth Godin's Permission Marketing left off. Godin's book was all about philosophy, with not too much about implementation. Brondmo's book start with a grounding in a customer-centered / one-to-one business philosophy but carries through implementation to program review, getting down to nuts and bolts. His examples and analogies ring true... .

The Bible on E-mail Marketing in 2000, December 10, 2000
Hans Peter Brondmo's "The Engaged Customer" is a must for Internet marketers. Whether you're an experienced Internet marketer or a novice, this book will be prove to be of enormous value.

It is extremely thorough in its coverage of e-mail marketing from planning to vendor selection to analysis, and this book goes deeper into exploring customer relationships.

Buy it.

Given the highest rating in its December 2000 review.

Indispensable!, February 9, 2001
This book revises the direct marketing concepts for the Internet. Based on the excelent Seth Godin's book Permission Marketing (by the way, another must-have), Hans Brondmo explores how to use the e-mail as a powerful marketing tool, in order to obtain high return rates with your on-line campaings. Obvisously this book is not about spam -- which is severely criticized at this book and at other books about this subject, like Permission Marketing -- but about e-mails that your clients ask for (opt-in).

solid mix of vision and practicality, December 13, 2000
Hans Peter does a great job of mixing common sense with a vision of the future. He gives a step by step explination of email implementation and the use of customer data blended well with a cutting edge feel for who is doing what and how. His focus on creating customer dialogue is accurate and well explained. Good stuff.

Great Insights on how to build Relationship Capital, November 19, 2000
This book talks a lot about how to create "relationship capital" while mixing theory with real world examples from companies like, Victoria's Secret, Palm. It uses both new economy and old economy companies to offer advice on ways any company can leverage the Internet to bring 1:1 relationships with customers to their companies. Pretty fast read.

Concise, readable & insightfully practical, April 27, 2001
This book is an unexpected surprise. It is packed full of strategic and tactical insights that come from actually having done it with clients, rather than just "logically theoretical".

It presents an integrated approach to email RELATIONSHIP marketing (emphasis on relationship, rather than merely email marketing) without losing sight of marketing thinking in other areas and the role of alternative channels in creating synergies.

With the case studies to back up a lot of the areas, it is not surprising that the author can provide a credible implementation and operations framework -- with considerations to planning & decision making, competencies, role, resources, costs, product service suppliers/vendors to develop this capability, etc.

Overall, I found the book highly readable with examples of real life case studies that supported the points presented.

The New Rules...of the really obvious., September 8, 2004
OK, the book was published in 2000. But it still seems to me that if you call your book "The New Rules..." they ought to be somewhat useful and somewhat timeless. Unfortunately, the "rules" in this book are neither. For example "The e-customer expects to be in control." Well, yah...but so has every customer in recorded history. Auto dealers get a bad rap when they obviously and purposely deny any sense of control. In later chapters we get tips like "Don't send unsolicted messages." Even (back) in 2000 (several years after the first successful anti-SPAM lawsuits) this was a no brainer. Instead, check out Shapiro's "Control Revolution" -- written a year earlier (1999) it's still relevant. If you're new to the discipline and haven't already, check out "Permission Marketing" or "Cluetrain Manifesto." They too provide a sense of history...and a lot more insight.

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