Advertisers Turn to Specialists to Handle E-Mail Marketing Campaigns

THE JOURNAL RECORD, September 18, 2000 | Go to article overview

Advertisers Turn to Specialists to Handle E-Mail Marketing Campaigns


NEW YORK (NYT) -- Among Internet companies struggling to retain customers they have worked so hard to get, e-mail marketing is seen as the next best thing to being on the home page each time a customer goes online.

For openers, e-mail is a relatively inexpensive marketing tool, ranging from a penny to a quarter per message, compared to $1 to $2 per piece for direct-mail campaigns in the actual world. Moreover, e- mail provides immediate results, no small factor in an industry where speed is critical.

Best of all, the results of an e-mail campaign can be measured, right down to the number of people who opened the message, clicked on each link, made a purchase or forwarded the e-mail to a friend -- that is, assuming the sender has the technology to track all of this data.

And therein lies the catch. Conducting an effective e-mail campaign is a lot more complicated than opening a new message in an e-mail program, copying a list of customer names, typing an offer and clicking the "send" button. In fact, those who manage e-mail marketing efforts say the challenges range from basic privacy issues, like getting permission to send e-mail to customers, to technical hurdles in composing, sending and tracking large volumes of mail. Not surprisingly, an industry has emerged to help marketers manage their e-mail strategy, from companies that function as application service providers, housing the infrastructure to deliver and track e-mail campaigns, to those that license or sell software to run e-mail campaigns. According to Forrester Research, the market for these types of services will reach $4.8 billion a year by 2004, up from $156 million in 1999. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Advertisers Turn to Specialists to Handle E-Mail Marketing Campaigns
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.