Milking more ROI out of e-mail programs

04/3/2012 | MarketingProfs

E-mail already tops other tactics for return on investment, recouping $40 for every dollar spent, writes Eric Didier. Marketers, however, can increase their ROI rates further by improving delivery rates through careful inbox monitoring, paying attention to spam filters and communicating better with customers. Try segmenting e-mail by purchasing (and nonpurchasing) behavior and deliver content that respects the customer and adds value, Didier writes.

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