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BEST PRACTICE: Before you send...

John Wanamaker, the 19 Century price tag inventor, said "I know that half of my advertising works, I just don't know which half." Wanamaker would have felt dizzy at the sight of 21 Century businesses tracking and measuring click-through responses to their personalised and targeted email campaigns.

Mark Power, managing director of Concep explains, "It's so satisfying when a client, using one of our email marketing packages, says they've tracked a click-through, a download or email feedback to a £100,000 sale."

You can almost hear the sound of Wanamaker's jaw clunk on the floor.