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A small local agency aims to be a pioneer of Internet-based direct mail.
Email is cheaper, faster and more versatile than paper communiques, said Robert Rosenthal, founder of 11-year-old Passaic Parc in Wellesley, Mass. The agency intends to build a department that specializes in permission-based email programs targeting the burgeoning ranks of online consumers.
Permission-based emails are not indiscriminate; potential customers choose to receive the messages.
“We don’t believe in blanketing the world,” Rosenthal said. “That’s not productive.”
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