I think it is incredible that a book about Internet marketing from 1999 still have so much to tell. I learned a lot and enjoyed reading this classic.

Next time I start a permission marketing campaign I will ask myself this ten questions, set by Seth Godin:
1. What’s the bait?
2. What does an incremental permission cost?
3. How deep is the permission that is granted?
4. How much does incremental frequency cost?
5. What’s the active response rate to communications? [Read more →]