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Report: Marketers missing boat on targeted e-mail marketing

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New York—In a sign that marketers are missing out on targeted marketing advantages offered by e-mail, 85% of marketers don’t personalize initial e-mail messages, according to Return Path’s Subscriber Experiences e-mail study released Tuesday.

The e-mail marketing company subscribed to 61 different e-mail programs from retail, consumer goods, travel and media/entertainment companies. Among its findings: Marketers are not acknowledging new e-mail subscribers. On average, marketers sent their first e-mail message nine days after a person registered to receive such messages, and 60% of marketers never sent a welcome e-mail message at all.

—Carol Krol

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