CHAPTER 4
E-MAIL MARKETING
The Internet’s Killer Application
It is not your customers’ job to remember you. It is your obligation and responsibility to make sure they don’t have the chance to forget you.
–PATRICIA FRIPP
Whenever I refer to web copy, I am using an umbrella term that includes not only website copy, but also e-mails that sell, opt-in offers, newsletters, e-zines, online ads, autoresponder messages, free reports or promotional articles, online video or audio, search engine listings, signature files, and other online marketing communications. These can represent as much as 90 percent of the sales you can make online.
Of all the components that make up the web copy mix, e-mail marketing is one of the most important. For that reason, ...
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