8Making Each Communication an Adventure
In face-to-face conversation, you can see if you’re holding someone’s attention. Is your audience rolling their eyes or glancing at their watches? Or are they smiling and nodding enthusiastically? E-mail interaction gives you the same kind of insight. That sort of trackability is what makes it very different from a postcard or television. Best of all, with e-mail, your constituents can talk back to you. It’s as easy as hitting the reply button. When was the last time you were able to talk back to a commercial and have your voice heard? Exactly. You can even take e-mail interaction to the next level by adding forms and surveys.
—CHRIS BAGGOTTE-Mail Marketing by the Numbers
The thing about interactive ...
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