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Strategic Database Marketing by Arthur Hughes

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11Transactions, Triggers, and Web Sites

 

It is easy to forget that the first “killer app” that made it essential to be online was… e-mail. Before there was anything to buy online, we wrote letters, sending them electronically and often getting nearly instant replies. No delay, no envelope, no stamp. E-mail brought huge numbers of people to the Internet, where spammers could reach them and sell them stuff.

ORSON SCOTT CARD

 

Marketers are overlooking the potential revenue contribution that transactional messages can provide. The Direct Marketing Association and Shop.org detail that average order value for retailers is approximately $98. Applying this average order value to an average transactional message volume (e.g., order confirmations), ...

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