Affinity Group began e-mail marketing two years ago. The company has a permission-based opt-in e-mail database of about 500,000 unique names, up from 100,000 when it began, which were collected through a variety of ways including its call center, direct mail and more than 20 Web sites.
The Ventura, CA firm specializes in clubs, publications and merchandise for enthusiasts of outdoor activities such as golf and biking, travelers and recreational vehicle owners. Its products include Trailer Life and MotorHome magazines, the Good Sam Club (a 1-million-member RV club) and RV financing and insurance.
Helen Solomon, Affinity Group’s senior director of Internet marketing, says the company’s newsletters
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