7. Don't underestimate the value of permissions marketing. "In 2013, if you don't get permission to be one of the select companies to contact a customer, your marketing efforts will go nowhere, as tolerance for the uninvited is reaching absolute zero," says Cates.
"Once you have permission, guard it carefully," Cates says."Be sure your recipients immediately recognize emails coming from you. Provide them with the content they want, and, by all means, don't abuse the privilege."
Jennifer Lonoff Schiff is a contributor to CIO.com and runs a marketing communications firm focused on helping organizations better interact with their customers, employees and partners.
Read more about applications in CIO's Applications Drilldown.