E-mail is the most powerful direct marketing vehicle that has ever existed. In a world where the competition is never more than one click away, The Eng@ged Customer provides the vital strategies you need. Proven step-by-step strategies for making the leap from traditional marketing techniques to marketing via the Internet's own special rules of engagement Backed up with research and case studies from major companies such as Hewlett-Packard, Netcentives, CD Now, Amtrak, Palm Computing and other market leaders. Addresses issues such as how to make your e-mail communications welcome, how to prevent potential customers hitting the delete button, when e-mail becomes spam, how to maintain privacy and how to measure and track success. Contains all the information and tools necessary to start up an e-mail marketing programme.