(Length: 1 pages)
September 29, 2003
One-Click Email Address Changes Are Critical
by Jim Nail
with Chris Charron
Executive Summary (This is a document excerpt)
Industry sources tell Forrester that about 30% of email addresses become inactive every year. But few email marketers ask for updates. Marketers should include an explicit address change link with a one-click process to decelerate this rapid decay of their customer lists.
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