e-Riches 2.0: Next-Generation Marketing Strategies for Making Millions Online

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Today’s Best E-Mail

Publishing Strategies

WHAT IS THE

by now “old school” technique of e-mail doing as

the first major section in a book about Web 2.0 online marketing?

E-mail is the first section because it is the most underappreciated mar-

keting medium in history—and it’s still the biggest online marketing oppor-

tunity for you.

E-mail offers almost all the benefits of old-fashioned direct mail,

but it is cheaper to create, more immediately actionable by the cus-

tomer, easier to target, easier to track, and essentially free to send.

And e-mail is the number one use of online technology—it is still

used by 60 percent of Internet users daily, even more people than use

search engines (which get a lot more press).

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Although it’s a Web 1.0 tool, e-mail ...