Drop the direct-mail model to unlock e-mail's power

02/9/2012 | MarketingSherpa

The sooner marketers shed the old paradigm of e-mail as a form of direct mail, the sooner they'll be unlocking its full potential, writes Adam Sutton. When marketers began to segment e-mail lists to improve relevance, response and reputation, they took an important step toward seeing e-mail as its own unique form of marketing communication.

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