Marketers' e-mail spending rises

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New York—Seventy-one percent of marketers plan to increase spending on e-mail acquisition campaigns, and 63% plan to increase spending on e-mail retention efforts, according to results from what is being characterized as an "informal survey" of 1,500 marketing executives by Datran Media, a performance marketing company. In addition, the respondents ranked e-mail optimization techniques, including landing pages, subject line testing and triggered messaging, as "very important." The survey was conducted online with follow-up by phone.

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