Opt-in taken to great heights; Priore rides wave of e-mail marketing as Yesmail takes off.(Brief Article)

Advertising Age, November, 2000 by beardi, cara

Anthony priore has his back to the window of his 17th floor corner office. But he's moving too fast to look out anyway. To explain Yesmail.com's business model, the senior-VP marketing goes to the white board hanging on his office wall. He scribbles frantically over remnants of permanent blue marker from a previous brainstorming session and he speaks just as quickly.

After all, this is cyberspace. Things happen fast.

"I've never had an experience like this in my life," says Mr. Priore of his last 18 months at Yesmail.

`MARKETING ON STEROIDS'

The company has grown revenue from $4.5 million in 1998 to an estimated $45 million to $50 million this year; built a database of 300,000 e-mail addresses into 12 million a membership that's...

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