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	June 17, 2008 Spreading the Message Understanding Influential E-mail Subscribers by David Daniels

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Executive Summary

Consumers' voice is playing an increasingly large role in their making of informed decisions. Understanding Web site influencers' and shopping influencers' interaction with e-mail is therefore becoming particularly important.

Key Questions

• What percentage of e-mail subscribers are influencers of the relatively broader online population?
• Which e-mail use patterns and behaviors identify these e-mail users as influencers?

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