E-mail Marketing: Communicating Effectively

In the online battle for customer loyalty, catalogers have increasingly turned to e-mail marketing. However, an e-mail in-box—like the home telephone—is a communication channel that consumers rail against when it’s used to trick them into hearing a sales pitch. Unlike the postal mail box, consumers take personal umbrage at hearing “You’ve got mail!” for messages, not from friends, but from companies out to sell something unsolicited.