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North America, Europe diverge on successful tactics to grow e-mail lists

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Atlanta—For companies that gather e-mail addresses for marketing campaigns, tactics that work well in the U.S. and Canada don't necessarily succeed in the U.K. and other European countries, according to e-mail marketing company Silverpop’s “2006 Email List Growth Survey.” The survey looked at which tactics are most successful in growing e-mail lists. In Europe, the top tactics are online marketing/search, tradeshows, in-store/point of sale/purchase process, and viral marketing. In the U.S. and Canada, direct marketing is No. 1, followed by tradeshows, online marketing/search and call centers.

—Carol Krol

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