Kim MacPherson

By Hallie Mummert By and large, people have come to accept the delivery of direct mail in their postal mail box. The same is not true of e-mail. Perhaps because people set up their own addresses and pay for their account service, they are more guarded about who and what is allowed into their e-mail inbox. This viewpoint is what makes the practice of e-mail appending—where you match up customer names with e-mail addresses compiled by third party vendors—controversial. "The privacy zealots will say that any message the recipient did not give the marketer permission to send is spam," explains Reggie

Bring some creativity to the task, but keep your direct marketing roots in mind. By Kim MacPherson By now, you know that marketing with e-mail—particularly to your own list of leads and customers—can be quite profitable. After all, cross-selling and upselling to an existing base of warm eyeballs is easier and less expensive than trying to acquire new leads and customers cold. The challenge is to build a list of people who will be receptive to your offers. And "challenge" is the key word, because just about every traditional direct marketer with an online presence is collecting e-mail addresses in some way.

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