Chella Professional Skincare began selling its anti-aging solution over the Web in December 2003, about three months after the company itself was founded. And for the most part, operations were a thing of beauty. Customers were able either to order one set of the Chella Complex skincare products or to enroll in a $40 free trial/ autoship program that let them test it, then sent more every month until they asked to cancel. Primarily by promoting its site through affiliate networks, Chella was able finally to turn a profit in January 2005. But there was one blemish on that picture: Chella had virtually no ability to relate to its customers through e-mail.
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