17. Why direct makes sense “ Myer will this year spend more on direct marketing to its Myer One customers than all of its other advertising put together, according to Chief Executive Bernie Brookes”
18. Will encouraging existing customers to buy more often be more cost effective than finding new customer? Those who buy products marketed through email spend 138% more than non-readers of email (Forrester Research, 2008)
19. We’re in a time of microscopic accountability “ I know at least half of my advertising is wasted I just don’t know which half” Henry Ford
26. 1. Best practice enews registration 1. Website registration 2. Registration web form 3. Thank you page 4. Confirmation email 5. Confirmation page 6. First eNewsletter