It’s not until Chapter 7; Building Your Audience that the book starts to make good on the promise we interpreted from the title, not expecting shooting advice or a YouTube How-to guide (not that they’ll be unwelcome depending on your skillset). But after awhile it’s evident most of the information is just more technicalities, explaining spambots, listing the cheats and hacks you can employ but telling you why you shouldn’t and sales strategies like Google Adsense.

There are tools for identifying music playing somewhere nearby, personalised radio, selecting wines, Twitter clients, finding a restaurant, stock quotes, green shopping and spotting Elvis (as you do). There are also a few media wrangling tools that will appeal to film and video types such as those to edit photos, take better photos or tinker with music.

Forget referencing an external CSS file, putting everything in standards-compliant div tags or giving control over font size to your user. The only way to make sure your HTML email works in all major emails clients (and there are far more of them than web browsers) is to use tables. Yes, you read that right.