Creative Corner - The Trouble With E-Mail (1,091 words)
It seems that people have stronger boundaries in an online environment, and we, as marketers, must respect them. Remember—permission is given and it can be taken away. Permission-based e-mail demands that we treat our customers more gently than we used to.
Please e-mail me and let me know your thoughts on this. I'm still working on The Creative Corner on the Web … let me know if you want to join in.
LOIS K. GELLER is president of Mason & Geller Direct Marketing and the author of RESPONSE! The Complete Guide to Profitable Direct Marketing. She can be reached at (212) 697-4477 or via e-mail at email@example.com.