E-mail grows in popularity for CRM work

Carter, Ben
December 2003
Marketing (00253650);12/4/2003, p8
Trade Publication
E-mail marketing is fast establishing itself as the leading way for marketers to manage relationships with their existing customers, according to the latest research from the Direct Marketing Association (DMA). The DMA's annual E-mail Marketing Survey, which was carried out by Experian and polled 400 companies, found that 89% of firms now store customer e-mail addresses as a matter of course, more than double the figure in 2002, when only 39% stored customer names. Marketers are now using e-mail in a more targeted way and favouring it over communicating with customers via post, with fewer companies now storing postal addresses than e-mail addresses.


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