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Many marketers understandably resist the idea that they need to get permission first. For anyone who has previously worked with another channel - print, radio, TV or direct mail - they may not be used to the standard of asking recipients' permission before contacting them. But email is different. It's a personal medium, like the telephone. But the more experienced email marketers realize that a far more effective way may be to email to a smaller list of individuals who have actually expressed a desire to hear from you.
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