Reports Find Good News for E-mail

Two separate
studies on the effectiveness of e-mail communications have found that
recipients generally find e-mail from businesses useful, but that a
higher level of targeting is still needed.

The first, conducted
by Harris Interactive for digital marketing firm Acxiom Digital, has
found that three in four online adults value e-mail from companies they
frequently patronize.

The Acxiom study found 30 percent of those
people went on to purchase a good or service after receiving an e-mail.
It also found 94 percent of online adults have received an e-mail
solicitation from a company.

Separately, on-demand e-mail and
marketing provider company Responsys has released its first annual
study on e-mail personalization through surveying marketing executives.
The firm found relevant e-mail campaigns increased net profits 18 times
more than broadcast mailings.

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