Proper use of permission-based database marketing can reap cost-effective marketing benefits, Christopher Ryan writes. But marketers have to concentrate on it, positioning themselves as industry experts to remind people of why they are opting in, and giving them easy opt-out options. Developing the correct tempo is a key to success. "The idea is to contact prospects often enough to keep your name top of mind, but not so often as to annoy or chase them away," Ryan writes.

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