My History of Email Marketing ...

Permission Marketing by Seth Godin published in 1999, is considered by many to be the original book on Email Marketing and although a little dated still worth reading.



However, Lester Wunderman’s book Being Direct published the year before in 1998 is for me the first...

During his career he helped launch the American Express Card, Columbia Record Club and the high profile of L.L. Bean. He coined the term Direct Marketing in a speech in 1961 as he was discontented with the term “mail-order advertising.”

In another speech at MIT in 1967 predicted the internet and Email Marketing when he told the audience “ More sophisticated and better methods of ordering and delivering will surely come, whether they be orders geared directly to computers, closed-circuit television, or some newer technology”.