Lyris Connections Blog

Top 5 Must-Reads to Help You Think Smart and Be Creative in Email Marketing

Aug 12, 2013 by

If you are responsible for digital, or specifically email, marketing within your organization and you are seeking a little inspiration, these books are for you.

At Lyris, we are constantly learning and developing. It is a key element in providing our clients with innovative ideas and solutions. The following books have nothing to do with email marketing. However, we have found them to be so inspiring that they have fuelled some of the most unique and successful strategies that we have created, and they’ve helped us work a little smarter along the way. Today I want to share them with you:

Youtility book

1. Youtility, by Jay Baer

Why I like it: This book explores the business possibilities of providing a service and putting people’s needs at the heart of a business plan or strategy. It resonates well with our own philosophy of email marketing, which is to put customers first and use email as a relationship channel.




Thinking Fast book2. Thinking, Fast and Slow, by Daniel Kahneman

Why I like it: This book takes things right back to the roots of how people think and why they carry out certain behaviors, which is precisely why it is so useful. It gives you a deep understanding of humans’ cognitive functions and is a must-read for anyone interested in usability, customer experience, or the psychology behind great marketing. Ever created a solution or product-specific campaign, to find that the campaign resulted in most customers purchasing something entirely different? Then this is for you.



UnMarketing book

3. UnMarketing, by Scott Stratten

Why I like it: UnMarketing looks at how companies and organizations can be successful by putting people first, before their own commercial and business objectives, by wrapping absolutely everything around the customer. It offers insight into how social media is changing marketing and specifically, lots of information on Twitter.






Outliers book

4. Outliers, by Malcolm Gladwell

Why I like it: Gladwell explores why some people are more successful than others, why some companies run into trouble, and why some airlines have poor safety records. He does this by exposing the formula behind the patterns of events that result in these things happening. It may seem loosely related to marketing, but everyone I know has read this one, and it personally gave me some ideas around identifying outlier opportunities within customer databases. It also opens up the question, when looking at campaign and strategic analysis, “Is this an outlier?” The book is a classic, and if you haven’t stumbled across it yet, now is the time to grab a copy. 





Rework book

5. Rework, by Jason Fried and David Heinmeier

Why I like it: For most of us digital and email marketers, there is no such thing as a “typical week.” It can be difficult to get through all of the things you need to do. This book made me challenge the way I work, the way I organize myself and get through the mountain of tasks I have each week. It’s a relatively short read – you can get through it in five hours or so, and it is written as a list of ideas and tactics to make yourself more effective, more useful to your colleagues, and happier. 




There you are – my five top-reads. Use the Comments section below to let me know what you think of these, and what are some of your favorite books that can be related to marketing.





Philip Storey

About the Author: Philip Storey

Philip Storey is Global Head of Strategic Services at Lyris and has been specializing in email for a decade, working with brands to create engaging and response-triggering email for acquisition and retention strategies that drive high return on investment. He is also a trainer, speaker, and writer for several industry blogs such as Econsultancy and the IAB.

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