AS WE’VE SEEN, the Internet is already transforming the direct marketing industry and has the potential to transform your business’s approach to marketing. But no matter how much your marketing department changes, your fundamental business goals will remain constant: you still need to make people aware of your products or services, convert prospects into new customers, retain the ones who buy and turn them into loyal, long-term customers. Before we get into the specifics of designing and implementing your own program, you need to understand the broad range that email marketing covers, from acquisition campaigns to conversion programs and from retention and loyalty programs to brand-building programs. These ...
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