This article was guest written by Joel Book

One of the most valuable assets a company has is its database of email subscribers.

Just ask highly successful large companies like Papa John’s, Scotts, and Hitachi Data Systems as well as hundreds of small and mid-sized companies like CardsDirect, Aptera Software, and Powell’s Books. Each of these companies has the ability to deliver relevant and timely information and offers to their email subscribers, when they need to do so. By, “owning their own communications channel,” these companies are not dependent on traditional print or broadcast media to attract customers or drive repeat sales. They have the advantage of choosing when, how and with whom they communicate. Continue reading →