Your Action Plan

1. Now that you have read this chapter, go to the Web site www.dbmarketing.com and download all the tables in this chapter. (Incidentally, when you do this, you will be asked to give your email name to the Database Marketing Institute. How’s that for email name capture?) Using these tables, figure out how much your company can make by using email more effectively. Determine the value to your company of an email name.

2. Develop an action plan to capture more email names. Get a budget for it and sell it within your company. Establish your schedule and determine when you will get the names.

3. With the names in hand, develop programs that will use these names effectively to build sales and your retention rate.