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Strategic Database Marketing by Arthur Hughes

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16How Often Should You Communicate?

 

When asked why recipients stopped subscribing to opt-in e-mails, more than one half said the content was no longer relevant, and 40% said they were getting too many offers.

JUPITERRESEARCH (2007)

 

Sixty percent of online retailers conduct between one and three campaigns each month. 32.8% coordinate 4 to 15 campaigns each month; 7.2% conduct more than 15.

INTERNET RETAILER (2007)

 

37.4 percent of Internet users say they receive more e-mail than they expected when they signed up.

RETURN PATH (2007)

For years, consumers complained about “junk mail” referring to the number of postal pieces they received each day. They didn’t know what junk mail really was until they got a PC and began receiving e-mail spam. ...

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