How to Use E-Mail in a Down Market

Sure, capturing the data for such a model requires some effort, such as the integration of purchase data with e-mail analytics. But the effort is well worth it to help the business understand and manage the full range of its marketing efforts.

Segment — Don’t Just Blast
It’s time to stop scattergun-style e-mails to every address you can find. It’s a waste of resources and a sure way to lose customers. Some customers want to receive frequent commercial e-mails, but others quickly come to regard them as spam and you as a spammer.