Personalized, Targeted E-mail Catalogs - (1,209 words)

2. Make e-mail addresses as important as phone, fax or mailing address in your database.

Historically, catalogers have relied on name and address in their customer communications. Phone number (both daytime and evening) and fax number came next. For business communications, the fax was a very important communications tool—both to and from customers. Today, the e-mail address is a critical database element and permission to contact customers via e-mail is a second element of information to be retained.