If you're looking for a great viral marketing idea, perhaps you need look no further than the humble, under-funded customer service department, and the extremely un-sexy transactional e-mails that support them.

It's May, the peak of the trade show season, with Ad:Tech, Marketing Sherpa, eMarketer, the Authentication Summit, and OMMA already behind us. It's no surprise that there is a significant focus on e-mail at these events. But will we have the ammunition to get bigger budgets for next year, when all trends seem to indicate a diminishing response rate for BtoC and BtoB marketers?

Good Golly, Miss Molly! I've found my name dragged through the blogosphere mud as a result of my recent "E-mail Insider" articles on RSS.

At the recent Marketing Sherpa E-mail Summit, the E-mail Diva heard advice too good not to pass along. If you are unable to get the budget or cooperation you need to create a great e-mail program, this column is for you.

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