Marketers Debate Value of Paid Email
Friday, February 10th, 2006 at 1:05 pm by Jeffrey Perren, AC Magazine
The waters have calmed a bit since AOL backed off its proposal to throw the enhanced whitelist overboard.
Marketers still have mixed reactions, with some arguing that the Goodmail certification service is too expensive. Others respond that raising costs would help email marketers focus more on improving list quality.
According to a May Jupiter Research study, “The ROI of E-mail Relevance,” e-mail campaigns targeted with web analytics can produce nine times the revenues and 18 times the profits of broad mailings.”
Market-research driven campaigns. Good idea. What’s old is new again.
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