For Interactive Marketing Professionals

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	November 19, 2007 The Banality of Churn E-mail Reactivation Tactics for Acquisition Success by David Daniels with Amanda Guzman

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Executive Summary

Every six months, 17 percent of the US online population creates a new e-mail address. This persistent pattern of address churn frustrates marketers and underscores the need for reactivation tactics.

Key Questions

• In which countries are marketers most likely to implement reactivation tactics?
• Which acquisition and reactivation tactics should be prioritized?

This is an excerpt

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