The Gap

Best Practices for this exploding medium By Edward Fischer Done right, e-mail marketing can bring you new customers and more revenue at a lower cost than ever before. Done wrong, it can generate virtually no response. Worse, it can alienate, confuse or anger your current customers. About 536 billion e-mail messages were sent in the United States during 2000, according to New Century Communications. With about 100 million e-mail users in the United States, that comes to more than 5,000 messages per year, per person—or nearly 15 messages per user per day, every day of the year. Even if you're skeptical about the

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