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Reggie Brady
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As you build your e-mail list, remember to manage permission. Permission is not a one-time event. List members can opt-out of future e-mails with a simple mouse-click, so monitor your opt-outs carefully. If the rate rises, your content may be off-target, or you may be communicating too often. You certainly don’t want your list size to erode.
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Reggie Brady
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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.
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