There’s no shortage of email marketing books to choose from to learn how to run an effective email program. Some great authors have penned some excellent advice on best practices, all while offering their objective and expert opinions on email’s power and ROI to any organization.
Although some books contain great theoretical information and advice on research, trends, innovation, and audiences, many lack key information. This can leave email marketers bewildered or even frustrated if they can’t achieve what has been promised in those books.
Many books written about email marketing are written by people who have never actually run an email program. That might not be a huge problem for some, but it is for people who are eager to learn from someone involved in the day-to-day running of a program.
Organizational turmoil can impede progress
The ideas and tactics that these books teach don’t account for turmoil within an organization, such as turnover at the senior and junior levels. This can affect progress...