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Dos And Don'ts Of E-Mail Marketing

How to get a strong response from your e-mail campaign
September 1, 2000

If you're trying to rise above the e-mail marketing crowd, remember these two words: personalization and customization.

Broadbase Software recently surveyed 50 e-commerce sites, measuring the time between a consumer's purchase and when the site e-mailed the customer with additional marketing offers. The company found that sites took an average of 26 days to contact the customer, and that only 16 percent of e-mails were personalized to the recipient.

However, it's easy enough to increase those percentages and become a savvy e-mail marketer if you post these few reminders near your computer:

Julia Miller is a Los Angeles-based writer who specializes in business and marketing. She can be reached at