For customer engagement, e-mail is fast becoming the most powerful channel available to marketers.  Growing penetration of e-mail addresses on our customer databases, the environmental backlash against direct mail, the increasing preference of customers for online dialogue, the exceptional richness of response data from email – just some of the reasons why UK marketers should be exploiting every opportunity to capture addresses and permissions.  Yet I am surprised by the lack of attention and thought that is going into the sign-up process, especially in these recessionary times. Read more…