Seven Fresh Ways to Score With E-mail Marketing

6. Understand your entire customer base. Compile demographic surveys, census data and market research reports to learn your past, current and prospective customers and their buying habits. Merge offline customer data from sources, such as direct mail, with online data, such as e-mail, to determine how often you reach your customers. Compare your response rates from when they were independent of one other to one master list comprised of both to see which is more effective.