Tony Priore

by Lisa A. Yorgey Fourth quarter numbers can make or break most direct marketers. Indeed, performance in this last stretch may well determine the outcome of their year-end profitability. Done properly, e-mail marketing can be a low-cost prospecting tool that can boost sales. E-mail lists have come a long way in a short period of time and now are of better quality, more plentiful and less expensive than a few years ago. Now is the time to test this medium so you can reap the economic reward during the fourth quarter, holiday-shopping season. Too often, e-mail acquisition is done only on an as-needed basis,

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