Around 1985, I met a marketing professional called Vin Jenkins who had been contracted to write a series of small books for Australia Post on the emerging science of direct mail marketing. I had met Vin when I was at Monash University in Marketing. He asked me to describe and document how I thought direct mail interacted with the other promotional and communication techniques in marketing, and how I saw the relationship of direct marketing to TV, radio, magazine and print, etc. The section I wrote formed part of a published set of books on direct marketing sponsored by Yellow … Continue reading The Benefit of Online Email Campaigns