Smart Ideas

E-Mail Marketing

P>Different from spamming, e-mail marketing (also called permission marketing) involves renting targeted lists for sending information online.

With e-mail marketing, response time is much faster than with traditional direct marketing-and it's cheaper. "It's done electronically, so the costs are lower," says Keith Pacheco, co-owner of FBK Enterprises, a Greenville, Rhode Island, direct-mail company that specializes in e-mail marketing.

Clients with trendy, timely products and services are prime candidates for e-mail marketing. Pacheco says businesses pitching hardware, software and Internet-related products online, as well as marketers offering unique products, are especially successful.

Like this article? Get this issue right now on iPad, Nook or Kindle Fire.

This article was originally published in the January 1999 print edition of Entrepreneur with the headline: Smart Ideas.

Loading the player ...

2014's Most Overhyped Innovation

Ads by Google

Share Your Thoughts

Connect with Entrepreneur

Most Shared Stories