He explains how the e-mail version of WDFM evolved, and offers tips on getting subscribers, promoting the list, finding a list provider, managing the list, and selling advertising. Another chapter compares and contrasts Direct Marketing techniques with Web Marketing, and finds many points of correspondence. He discusses concepts such as split copy testing, cost of acquisition, reminder services for branding, and loss leaders. Chase disagrees with those who see banner ads as a vehicle for branding. It's getting people inside the envelope that's important, he says.
Online readers appreciate quick bursts of information.
The final chapter about PR on the Internet also contains some gems. Learning just one or two of Chase's steps will pay the price of the book several times over. Back issues available online. We respect the privacy of our visitors. Text, graphics, and HTML code are protected by US and International Copyright Laws , and may not be copied, reprinted , published, translated, hosted, or otherwise distributed by any means without explicit permission.