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Jupiter says rich-media e-mail not cost-effective direct marketing tool

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New York--Rich-media e-mail is not a cost-effective direct marketing tool, according to a new research report from Jupiter Research. Jupiter found that rich-media e-mail costs marketers 30% to 60% more than HTML e-mail and can be viewed by only one-third of Internet users. However, Jupiter said marketers sending rich-media e-mail to more than 250,000 names and marketers with a high value per customer may be able to use rich-media e-mail to improve acquisition efficiency.
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