Karen Talavera, president of Synchronicity Marketing, argues that businesses too often think of e-mail "blasts" instead of remembering the effect that personal contact has in marketing messages. Offering three tips to make e-mail marketing pay off, Talavera writes that messages should be phrased in human, not promotional, terms; they should use the brand's spokesman or a character to personalize the e-mail; and they should ask customers to generate some of the content.

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