Traditional digital channel gets its sexy back

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As “sexy” channels such as social media and mobile emerge, the more traditional digital channel, e-mail, continues to thrive. E-mail fared well in the poor economy, thanks to its cost-efficient model and ability to deliver ROI. Account wins, such as Body Glove's selection of Lyris and Bebe Stores' move to CheetahMail, show the business is still alive and kicking.

E-mail marketers became even more savvy about triggering e-mails based on behavioral data; targeting messages based on past purchases; and sending marketing messages within a transactional e-mail. We also saw more e-mail marketers embrace testing and retesting campaigns.

Publishers also used e-mail to sell ad space within their e-mail newsletters, showing more potential to monetize the channel.

But others entered the e-mail space without knowledge of some key best practices, so consumers are getting inbox overload. And, with consumers' attention wandering to mobile e-mail and social networks, the stakes are higher for e-mail marketers to be more relevant and to make sure that their messaging renders correctly.

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