Commentary: Marketers have only scratched surface of e-mail potential

02/22/2008 | E-Commerce Times

A majority of marketers are hoping to maximize results from their e-mail strategies before tapping into the new mobile communications marketing trend, writes Patrick McHugh, executive vice president of North American operations for Neolane. Eighty-two percent of marketers surveyed by Datran Media said they plan to increase their use of e-mail marketing this year, and they will be aided by new technologies that focus on more complex behavioral targeting, he writes.

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