New uses for e-mail breathe life into classic tactic

04/23/2013 | BtoB Magazine

Adding relevant content and extracting data can revitalize the tried-and-true tactic of e-mail marketing campaigns, according to a BtoB report. For example, building materials manufacturing company USG is using e-mail to reach customers on mobile devices, and transportation company Maersk Group uses e-mail to feed data into a system for determining return on investment. Overall, more than half of marketers say they are improving e-mail by adding segmented content.

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