Obsess over service. It's not just a box with a check in it. These are just moments in time. You have that customer for just a very brief moment. The key to success is how you use that moment.
Permission marketing is about building long-term relationships.
Help people find what they want. Permission weakens in the face of confusion. You may love your web site, but chances are it's a horrible place in which to find stuff. Most online folks are not experienced Internet users. To you, it may be obvious how to navigate around your site.