It's very much a targeted medium. You have to analyze the content on a site, you can't just buy based on demographics. We make certain we stick to privacy policies, have a clear way to opt out of e-mail lists and as long as those few key features that need to be there are there, the downside is very minimal. It has to be customer-driven and you have to distinguish yourself very clearly from spam.
Online marketing is really a specialty area.
The industry is so dynamic that unless you re really committed to it day in and day out, you re not going to be able to identify new opportunities or know how to leverage them. The more personalized a newsletter becomes, the more valuable it becomes to them. You need to be targeted to drive traffic. A comprehensive online strategy considers marketing, operations, customer service all business practices to identify the best online applications to advance the overall business objectives. Click here for the full release.