Permission–based email marketing: the new frontier

Discusses the growth of permission-based e-mail. Customers coping with an overload of information are defining the `rules of engagement'.

Permissionbased Email Marketing: the New Frontier

Jeff Farris e2 Communications

As email inboxes groan under the strain of message overload, people are becoming far more discerning about which emails they choose to give any real consideration. By way of illustration, Table 1 provides some us statistics. With too little time and too much information at their 'disposal', it is customers, rather than vendors, who are defining the rules of engagement (which are illustrated in Exhibits 1 and 2). The more internetsavvy marketers have quickly grasped this notion and are now forming a mass exodus away...

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