Book Excerpt: The Quiet Revolution in E-Mail Marketing

Share this article:
E-mail marketers in the 21st century face a paradox. On one hand, both business partners and customers increasingly demand that their vendors communicate with them electronically. Fifty-one percent of business users cite e-mail as the most effective communication method. Almost two-thirds of people who use e-mail at work say they prefer it for making arrangements and setting appointments over talking on the telephone or communicating in person.


On the other hand, e-mail users are straining against a flood of messages. They are responding by reading a decreasing percentage of their messages and are often deleting any messages from unknown senders.


Companies face a dual challenge: To satisfy customer needs, they must migrate their communications to e-mail, yet they are having to work harder and harder to get their messages delivered and read.


http://www.dmnews.com/pdffiles/nussey.pdf


Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Is the Next Mobile Already at Hand?

Is the Next Mobile Already at Hand?

Researchers quibble about just how big the Internet of Things is going to be, but a new report says it's going to be huge and that marketers need to pay ...

Sony Brings Data to Outdoor Advertising

Sony Brings Data to Outdoor Advertising

Norwegian moviegoers got front-row seats when Sony took dynamic digital ads off the Web and into theaters.

Ramp Introduces Video Platform for Marketers

Ramp Introduces Video Platform for Marketers

The cloud-based platform syncs with marketing automation and capitalizes on user behavior to extend view times.