If you've taken your marketing effort online, chances are you did it within the last two years. In that time the only thing reliable about the e-mail market has been its potential for growth. The rules are changing. Some of the traditional direct marketing truisms apply, some don't, and the rest is a lot of trial-and-error. To cut down on the "error" part, consider some sage advice from Michelle Farabaugh, vice president, catalog, West Marine Products. She says you need to determine by what percentage you wish to grow your online marketing efforts, and at what cost. What is the lifetime
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