David Bancroft Avrick

Heather Fletcher is senior content editor with Target Marketing.

Swim boxers. During a recent conference call, a senior-level marketer who shall remain nameless tells a group of marketers and me that he's working next to the pool during his vacation. Therefore, he says, he's dressed for the role he'll be using during the majority of the day. This marketer isn't much different from his audience, which is filled with businesspeople and consumers who are no longer chained to offices and cubicles with desktop computers.

By David Bancroft Avrick Bulk unsolicited e-mail is dead. When you rent a list (even a double-opt-in-list) and send your offer—that's unsolicited e-mail. And it's dead. This article doesn't concern e-mails to your customers. Customer relationship management (CRM) is the most logical and viable use of the Internet. It's highly successful, misunderstood and greatly underutilized. Similarly, unsolicited e-mails to highly targeted professionals are successful. These are lists of hundreds of names of individuals with a refined business specialty. If you're sending them exciting, current information about their specialty, e-mail can be effective. This article pertains to the mass amount of e-mails

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