Better tracking is key to e-mail marketing, say MMA event speakers

01/30/2013 | Mobile Marketer

Tracking and attribution pose the biggest challenges for mobile e-mail marketing campaigns, according to panel members at the 2013 MMA Forum San Francisco. These provide essential information that marketers can use to tailor campaigns with specific creative touches and content. But without effective tracking, the marketer can't know what type of device a consumer is using and what his intentions may be, experts note.

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