I fully sympathise with Noel Josephides’ distaste for unsolicited e-mail, better known as ‘spam’ (Travel Weekly January 17).
However, he should not let it cloud his view of this new form of communication.
At Natives, we have found that opt-in, personalisede-newsletters are inexpensive and effective at building customer relationships and traffic, often with 20% plus response rates.
The novelty may have gone out of e-mails, but we should not imagine they can have no effect.
Iain Martin
Managing director
Natives.co.uk
The Ski Worker’s World
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