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Putting small business e-Mail to work

Many of us in marketing have taken for granted an understanding of the power of e-mail. We sometimes mistake just how new and revolutionary the online world is to the average small business person. Melissa Campanelli, in her article "The E List," sets out a clear picture of how best to use e-mail as a marketing tool. Though this article is dated, its point is critical - we must use ways of getting prospects and customers to accept and read our online messages so that they are not deemed "spam." The stigma of spamming can be very damaging, especially to a small business. Campanelli suggests obtaining e-Mail lists of those person who have "opted-in" in order to recive a reward such as frequent flyer miles, coupons, gift certificates, etc. She list a number of companies who specialize in such lists. There are also internet marketing companies who provide the counterpart to direct mail lists, varying in numbers of "opt-in" respondents. Once prospects have been successfully attracted to a website, a business can begin gathering its own list of opt-in respondents.

Thu, 16 Mar 2000 07:30:56 -0800