Experts: Marketers should use e-mail to build relationships

02/16/2009 | Internet Retailer magazine

Although costs don't prohibit businesses from bombarding consumers with e-mails, other considerations should, according to the authors of the new book "Successful E-mail Marketing Strategies: From Hunting to Farming." The authors say companies should use e-mail to cultivate relationships with their best clients rather than sending out many e-mails in an attempt to hunt down new customers.

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