Mark came from the world of direct marketing. He ran programs to engage consumers and businesses with all kinds of direct response materials. His principled approach to marketing provided him with a few very strong fundamentals. Advertise with a superb image, write awesome copy, & have multiple 'great' calls to action. The world of online has provided him an avenue to apply his direct marketing experience.

Online to him is direct marketing on steroids. You are able to see results in near real time as marketing campaigns can be launched with great speed. To leverage the effectiveness of the internet Mark feels that these are fundamentals for any marketer.

1. A welcome campaign, hopefully with an offer to engage, is sent as soon as possible after first contact with the potential customer. He prefers to automate this offer with an offer that is relevant. The channel of contact or initial engagement could be the company web site, an ad on Google, an offer in a magazine, or even content from social media channels.

2. If people want to get off your mailing list, he recommends an EASY to navigate Opt-Out process, but with an intermediate step to allow the user to ammend their profile. Perhaps to change their contact information, adjust their preferences, or even receive a reduced volume of communiquees.

3. Don't just plug in the name of the recipient. Check to see if the information flows correctly. Poor, incorrect, or inconsistent personalization sucks! Twitter is interesting, 140 words to get your message across - they couldn't have taught better lessons at Direct Marketing school.

Mark is passionate about racing - he enjoyed racing cars and loves riding bikes. The web offers him the opportunity to test out offers really fast. He loves email and continues to be thrilled by the opportunities presented through social media.