E-mail marketing evolves

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When asked why they've started e-mail marketing, most companies will point to e-mail's cost, high click-through rates and versatility. In fact, as these case studies show, companies from any industry can send out e-mail campaigns to accomplish a number of goals with various strategies—and still enjoy the same strong response. Inc., a research and development exchange, made e-mail central to its marketing plans and content delivery. Practicon Inc., a dental supplies company, overcame database-integration problems to make e-mail a strong component of its overall marketing strategy. And MediaPost Communications and Emerging Interest L.L.C. used highly personalized, rich-media e-mails to increase registration for a conference.

Case study: Inc., Cambridge, Mass.

Case study: Practicon Inc., Greenville, N.C.

Case study: Emerging Interest L.L.C., Upper Nyack, N.Y.,
and MediaPost Communications, Westport, Conn.

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