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With increasingly cluttered inboxes and falling open/click rates, what changes do you anticipate making in your e-mail marketing campaigns this year?

Tony Terranova, VP-marketing, e-Dialog

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No denying it, we're in a multichannel world today. Whether at home or at work, we're constantly checking our mobile devices, Facebook and Twitter. Because we each have unique preferences for different channels, we are planning to provide our clients and prospects with options for our marketing communications via a Preference Center. We will ask recipients how they would like to receive communications from us and at what frequency. This will ensure that people on our list are getting what they want, which ultimately fosters longer-term relationships. We also advise all our clients to adopt Preference Centers as a marketing best practice.
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