E-mail Marketing
In the early (let’s call them pioneering) days of e-mail marketing, generating reasonable response rates and a decent return on investment was pretty easy. Sadly, the enhanced ROI was more a function of the low costs associated with blasting out thousands (nay, millions) of messages to unsuspecting consumers than of smart marketing.
This still is the central challenge of e-mail as a channel; throughout its history, organizations have tended to treat the medium as cheap paper.
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