In the Web 2.0 world, customers and prospects rely less on a site to inform them about products and services and more on peer networking. With its long-tail effect, the peer-to-peer networking world is extremely large and very niche. It's impossible to effectively monitor and harness all the messages and buzz about a brand. This series of changes has definitely led to marketers' loss of control over product and service influence and messaging.

E-mail is the only chance we have to refocus and redirect a customer's or prospect's attention back to the brand, store, and site. And e-mail isn't going away anytime soon.

Gathering an e-mail address from visitors to your store, telecenter, or site is like attaching a magical hook to them. It gives you the ability to reel them in whenever you see fit.

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