attention to detailed ways of calculating return on investment, every aspect of e-mail advertising is detailed in Permission Based E-Mail That Works. In a clear, lively tone, author and e-mail marketing expert, Kim MacPherson covers the specifics of a new breed in advertising. MacPherson draws from a large pool of material and sources to present a well rounded approach to advertising, including ways "opt in" (permission based e-mail) can be used to retain customers and acquire new clients. Creative copy, streaming media, and specialized offers can make your e-mail sing, but the ability to measure various approaches is crucial. By understanding the basics of rented e-mail lists versus in house databases, embedded cookies, and return on investment charts, MacPherson has developed an invaluable guide through the ins and outs of the virtual marketplace.

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