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Online marketing is often presented as the hottest thing in marketing, but there’s a dirty little secret out there: the fundamentals of direct marketing drive successful Web-based campaigns. That’s especially true for e-mail marketing. Few understand this reality better than the award-winning copywriter Karen Gedney, president & creative director, Karen Gedney Communications. She helped lead direct mail campaigns in the 1980s and 90s for such big-name brands as Newsweek, American Express and Citibank, among others.
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