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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Get Serious about E-mail with Opt-In Programs

According to Jupiter Communications, e-mail marketing has taken off mostly because of high response and low cost. By 2005, the e-mail marketing category is predicted to grow to $7.3 billion, up from $164 million in 1999. In addition, Jupiter also reports that by 2005 approximately 268 billion commercial e-mails will be sent annually, a dramatic increase over the 3 billion e-mails sent in 1999.

By 2005, the e-mail marketing category is predicted to grow to $7.3 billion, up from $164 million in 1999.

Another e-mail marketing strategy that is capturing the attention of cyberbrands is opt-in e-mail programs. A recent survey conducted by FloNet, an online marketing application service, and NFO Interactive ...

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