Email Marketing: A Case of Lowered Expectations

January 2009
Audience Development;Jan2009, Vol. 24 Issue 1, p48
Trade Publication
The article points out the lessons learned by Wenner Media, publisher of "US Weekly," "Rolling Stone" and "Men's Journal," after its email list reached the one million target in 2006. Inspite of the list figure, Wenner Media's email campaign fizzled out because of several reasons which include its failure to test out the market and seek out case studies. It was pointed out that part of the failure was also attributed to improper timing since the email campaign was done on days when most people were not online.


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