To Improve Email's Effectiveness, Lower Its ROI

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost, 9/27/10

Almost everything I read about email marketing here in MediaPost and the other trades, as well as all the case studies and panel discussions at the email conferences, and also the white papers penned by the email marketing companies, are about the same thing: how to make email easier, and improve its ROI.

But we’ve got it all wrong. In order to be more successful, we actually have to decrease the ROI of email.

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