SUMMARY: When Carly Glassmeyer accepted the job of ecommerce marketing manager for Sur La Table a year ago, the Web wasn't even remotely a top priority for the gourmet cookware retailer, which operates 22 stores across America and sends direct mail catalogs to nine million people worldwide.
For example, although the company's site, which launched in 1999, did collect opt-in email names, nobody paid any attention to the list, or even knew where it was housed. Glassmeyer says, "I had to go around and ask people. I knew the names were going somewhere, but nobody knew where." Hear how she turned...