IQ News: Analysis - E-mail Direct

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Advertisers have found that e-mail lists are ideal vehicles to deliver their ad messages. But is anyone reading?
With banner ads getting ever-lower clickthroughs, rich media still too rich for most low-speed users’ blood and interstitials a little too in-your-face, e-mail list advertising presents a promising alternative.
“There’s going to be a lot of growth in the next few years, a lot of people jumping in,” says Kathleen Santosus, a senior analyst at eMarketer, a New York-based research firm.

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