Who's Making the Net Work? (1,273 words)

• Get permission to communicate. Getting customers to opt-in to an e-mail marketing program makes follow-up communication much easier. J. Crew, Victoria's Secret and Cabela's do an excellent job of keeping the lines of communication open with customers through all seasons. Omaha Steaks (omahasteaks.com) even puts out an electronic version of its catalog via e-mail. The message itself is a self-sufficient online ordering device.