Direct-to-Customer Commerce

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Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

Just because you have someone’s email address …

… doesn’t mean they’re a prospective buyer at your web store. What you want to know is they are part of your target market or they’ve specifically expressed some interest in your merchandise, services or offers. If they’ve shown their interest, then you definitely include them in your promotional mailings. If they’ve not expressed any interest or are not clearly part of your target market, then you’re wasting time trying to sell them. This fact is what makes “permission-based email marketing” effective — because people have said they’re interested in hearing from you. This is the most fundamental concept behind “targetted marketing.” 3-20-2006

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Filed under: Direct Commerce, Uncategorized

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