Creating an e-mail contact strategy: follow the customer's lead

As the director of consulting services for a company that makes e-mail marketing software, it probably doesn't surprise you that I'm constantly asked questions about e-mail marketing best practices. One of the most common questions I've been asked is, "What's the best e-mail contact strategy?"

No matter if the questioner is a mom-and-pop Yahoo store or a large e-commerce enterprise, the answer remains the same: "What do you have to say that your readers want to hear?" The strategy that worked last year may no longer be as effective as it once was.

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