The Keynote presentation hinged on a simple truth:

"Most of the lessons learned in direct marketing decades ago have not been picked up in the online world...Just about anything that works in conventional Direct Marketing works online"

Drayton then encapsulated the lessons in "Ten Commandments". Apply them to your email or online Marcoms and you won't go far wrong.

Remember: it's a tool, not a solution

Don't confuse novelty with progress

Study best practice - and copy

Make it quick and easy

If you can't keep promises, don't make them

Be a customer: before, after and during the sale

Listen to and learn from customers

Give them a person to talk to - not a "team"

Talk English, not gibberish

Measure everything



*Reproduced here by kind permission of Drayton


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