DialogWorks helps our clients build email marketing programs based on both talking and listening - based on dialog.

Think about when you communicate well. You have a purpose, you speak clearly, you have a style: you might be witty, you might be authoritative. You might be casual. Or formal. You hold your audience's attention.

And when you're on, people listen. What do they do? Nod. Smile. Laugh. They might interrupt, telling you something you hadn't known. You watch and listen to how people respond. And it makes your story better.

The same principles apply to email marketing.