David Tolmie wants yesmail.com, to become a leader in "permission marketing." Yesmail sends customers a promotional e-mail messages targeted customers who have said "yes" when asked whether they want to receive promotional offers in the range of categories of interest. Tolmie sets to build a large membership base quickly in order to be able to convince large customers to work with him. Two approaches are considered: creating brand through banner advertising and the media, and to develop your own list of motivated consumers, or to build a network of partner Web sites and transfer their permission marketing yesmail.com. The second solution would mean sharing 50% of revenues with partners, which conflicts with the objective Tolmie's revenue growth. Additional issues include how to add value to the participants, and how to evaluate the services yesmail.com. "Hide
by Luke Wathieu Source: Harvard Business School 15 pages. Publication Date: March 22, 2000. Prod. #: 500092-PDF-ENG
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