E-mail marketers missing the mark

Maddox, Kate
August 2003
B to B;8/11/2003, Vol. 88 Issue 9, p3
As e-mail becomes an increasingly important and cost-effective tool for marketers, companies must learn better methods of segmenting, targeting and measuring their messages, according to a new study from U.S.-based Jupiter Research Inc. It found that deliverability of messages is a huge problem facing e-mail marketers. Another problem is that marketers don't effectively use metrics to optimize their e-mail campaigns. Other metrics that e-mail marketers could be using more effectively the data related to purchase and frequency of purchase.


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