Bill Babcock

Bill Babcock
B-to-B Special Report: Marketing to Business Using the Internet

11 Best Practices for Fine-tuning Your E-marketing Program Why 11 best practices? Well, I had to pick a number and 300 sounded like too much work. In truth, because my firm has been intensively involved in e-marketing since the earliest days of the Web, it probably has accumulated at least 300 best practices, but many of them have become obsolete—e-marketing changes quickly. Today’s universally accepted, carved-in-stone rule is tomorrow’s dangerously outmoded chestnut. In fact, this list probably will be useless a year from now. So read fast. 1. Measure the right stuff. Unsubscribe rate, for example, is a meaningless metric—people first have to