Marketers Use Word-of-Mouth to Enhance E-Mail

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Research and Markets added the eMarketer report, "E-Mail and Word-of-Mouth: Connect with Your Best Customers" to its research database.

Marketers are using e-mail to join the conversations among consumers and blend their marketing messages into consumer-generated word-of-mouth content like blogs, social networks, video and other related media.

The Dublin, Ireland-based Research and Markets added the report from eMarketer, New York, to analyze how e-mail can be effective within these channels.

The report at www.researchandmarkets.com/reports/c40517 answers questions like to what extent does e-mail list segmentation increase word-of-mouth effectiveness; which comes first, an effective e-mail list or word-of-mouth that builds such a list; and why do many e-mail marketers ignore such viral basics as inserting a forward-to-a-friend link in their messages.

Also included are how can e-mail marketers use word-of-mouth to increase deliverability and at what point should marketers give up control in order to encourage true word-of-mouth among their customers and prospects.

Sources for this research included firms like Bigresearch, BoldMouth.com, CMO Council, Direct, EmailLabs, eMarketer, Forrester Research, Intelliseek, JupiterResearch, Keller Fay Group, Lucid Marketing, Lyris Technologies, MarketingSherp, Multichannel Merchant, Nielsen Norman Group, NOP World, Online Publishers Association, Osterman Research, Pew Internet & American Life Project, Return Path, Sharpe Partners and Silverpop.

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