"Radio paper is still the red of the target, but the bull's-eye is much bigger now, " says Wilcox, who says E Ink will finally become profitable in a year.

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Lerer, 27, and Rich, 29, are co-founders of Thrillist, a daily e-mail newsletter that's been profitable for two years and just reached 1 million subscribers.

FORBES: Internet

For the second reminder e-mail, add a small sweetener, a special offer that still allows for a profitable transaction, again with the link to their open cart.

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