In e-mail marketing, the explosion of spam and the widespread use of e-mail filtering software have depressed click-through rates to new lows. So how can you make e-mail marketing work?
According to an article in The Marketing Report (10/27/03, p. 5), a survey by Nielsen/NetRatngs found that most people regularly open and read a maximum of 16 permission-based emails. The only way to break into the inner circle is to displace someone, the survey said.
And an article in DM News (10/16/03) reports, “Marketers will have to enter that emerging inner circle of trusted companies from whom people are willing to keep reading e-mails.”
Okay, but how do you break into this inner circle of e-mail s...(register to read more)