March 2, 2007

Email Marketing Comes Of Age

by Shar VanBoskirk

with Julie M. Katz

Executive Summary (This is a document excerpt)

Despite concerns about declining attitudes toward email marketing, the medium is alive and well. In fact, email lovers are some of marketers' most valuable customers. They spend more online, buy impulsively, pay for convenience, and tell others about ads and emails they value. Marketers should turn more of their customers into email lovers by tuning email programs to their particular behaviors.

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