Randy Wussler

"Never e-mail simply to "broadcast" a message without considering an integrated media approach. E-mail campaigns appear to work better when they are part of a larger, integrated marketing program. E-mail response lift can be 10 percent or more as a result of such integration. Thus, don't e-mail in a vacuum." —Randy Wussler, vice president of product development, market intelligence, Harte-Hanks Inc.

The e-mail message must offer relevance and value, as well as permission. Use data-driven segmentation and targeting to match an appropriate offer or call-to-action to a segment, or to an individual based on available preference data. —Randy Wussler, vice president of product development, market intelligence, Harte-Hanks Inc.