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Quote:Sitebrand's president examines email marketing tactics, focusing on the strategies that build the customer relationship.

According to the fifth annual Quris "The View from the Inbox" study of consumer email preferences, a significant gap still exists between what consumers say they want and the kinds of permission-based email companies are sending them.

The gap indicates the basic failure of many email marketers to fully comprehend the interactive nature of the medium, and it raises a simple question: Why guess what your customers want when you can just as readily ask? Too many companies have adopted an exclusive push mentality for a medium that works both ways...