Where Should You Make Your Email Marketing Investments in a Changing Industry?

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

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In Part 1 I looked at the past and present state of email marketing budgets. In Part 2 of this series I will dive deeper into where email marketers are actually spending their budgets as a broad shift occurs in the email landscape. Spray-and-pray and batch-and-blast were the de facto email marketing strategies as we headed into the millennium. Contact strategy, strategic blue prints, segmentation, privacy, and preference considerations as well as dozens of other optimization areas fill the current email road map with a plethora of new opportunities. My firm sees first-hand how some of these optimizations can lead to huge new revenue gains.

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