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Article: Digital direct ;e-mail marketing grows as a means to targeted branding.(Brief Article)(Statistical Data Included)
- Article from:
- BtoB
- Article date:
- May 8, 2000
- Author:
CopyrightCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Advertisers who once spent their Internet marketing dollars on Web site banner ads now have become wise to the merits of e-mail marketing.
Instead of spending $1,000 per customer on the Web, they've found they can attract and retain customers via e-mail for hundreds of dollars less.
Last year, U.S. businesses spent 5% of their online marketing budgets on e-mail, according to Forrester Research, Cambridge, Mass. Forrester predicts the volume of marketing e-mails will reach 200 billion by 2004 as many companies triple their e-mail direct marketing budgets.
But all this raises one question: Why would companies accustomed to building brand identity ...