David Dwek

But You Still Can Devise an Effective Strategy. Here's How. By David Dwek You would think that direct marketers would be the first to embrace e-mail marketing. After all, direct marketers should appreciate the $10/M to $30/M promotion costs, the 15-percent to 25-percent click-through rates and the power of communicating one-to-one with customers. If you're not e-mailing your customers, you're not alone. Surprisingly few direct marketers have successfully transitioned into e-mail marketing. Why? First, many customers and prospective customers have multiple e-mail accounts, making it difficult to know which e-mail address to use. Second, e-mail addresses age very quickly. And third, sending

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