ABSTRACT
The secret of life is honesty and fair dealing. If you can fake that, you’ve got it made. Groucho Marx
8.1 Introduction
8.2 Personalization
8.3 Email as a medium for direct marketing
8.4 Email as a medium for marketing messages
8.5 Newsletters
This chapter considers those elements of digital marketing that are deemed to be permission based – that is, the recipient of the marketing message has given explicit permission for that message to be sent. This is the opposite of interruption marketing, where the message interrupts whatever the recipient is doing to present itself – the obvious example is the advertising break in a TV programme.
