EMAIL IS THE MOST powerful direct marketing tool that has ever existed. So when it comes to Internet marketing, the question isn’t whether email should be a part of the landscape, but how to use it as a sustainable tool to serve marketers and consumers alike.
Current email direct marketing efforts are meeting with great success. People generally open, read, and respond to their email—especially when it comes from a company they know and do business with. The best email marketing programs, in fact, routinely enjoy response rates above 30 percent, while even fairly simple promotional marketing campaigns routinely see a 4 to 6 percent response (compared to the average 1 to 2 percent response ...
