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Jupiter Research finds targeted e-mail multiplies revenue, profit

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New York—Using Web analytics to target e-mail campaigns can produce nine times the revenue and 18 times the profit of broadcast mailings, according to Jupiter Research.

In a report released this week titled "The ROI of Email Relevance: Improving Campaign Results Through Targeting," Jupiter Research quantified the impact that targeted marketing tactics can have on e-mail campaign performance. The firm said that despite the positive results, few marketers are sending highly targeted e-mail campaigns, largely due to the lack of integrated customer data.

"Spam and the cluttered in-box have not killed the e-mail medium for marketers," said David Daniels, research director at Jupiter Research, in a statement. "With a clear messaging strategy that is built off of a lifecycle relationship-driven approach, there is still tremendous value that can be derived from e-mail."

—Carol Krol

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