Don’t cringe at the thought of e-mail prospecting

By Reggie Brady

Direct marketing is all about testing and evaluating results. E-mail prospecting is relatively easy to test, is inexpensive, and you can be in the e-mail stream quickly.

It’s a classic risk/reward scenario. To me, the rewards far outweigh the risks because of the low cost involved and potential payoff.

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Reggie Brady Author's page Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.

E-mail Applied: The Time is Right for E-mail Prospecting