Marketing Milestones: Operational Tactics for Improving E-mail Results

In addition to their increasing use of e-mail marketing messages, Jupiter Research finds that marketers continue to embrace simplistic targeting and offer tactics. (Marketing Milestones: Driving Conversion by Improving E-mail Offer Content, Marketing Operations, August 17, 2003.) Challenged to adopt best practices, e-mail marketers are in danger of their messages getting lost in the inbox clutter. Key Questions Do the tactical elements of e-mail offers support the discount-centric promotions that flood consumers' inboxes? What can marketers do to improve the source tracking of their campaigns? How can marketers ensure that message content renders correctly? Lead Analyst: David Daniels Contributing Analysts: Jared Blank, David Schatsky