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For Interactive Marketing Professionals
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Executive Summary
The days of booming email growth are over. Forrester believes that all consumers interested in receiving promotional emails have already opted in. What is marketers' best bet to gain subscribers? Convince existing email fans to allow a broader array of marketers into their inbox. Since not all consumers want marketing emails, companies must align email address acquisition efforts with a realistic subscription penetration goal. What is the right goal? Forrester prepared this workbook to help marketers set a realistic target. Users should follow the instructions in this Excel-based calculator to determine what email penetration will be the most profitable for them.
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