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E-mail Newsletter Strategies

Published by: Jupiter Research Corporation

Published: Jul. 25, 2002 - 4 Pages


Table of Contents


  • How should CPGs measure the success of their
    e-mail campaigns?
  • What are the goals of successful CPG e-mail
    marketing campaigns?


Abstract

Consumer packaged goods companies (CPGs) have used e-mail newsletters to build loyalty within their customer base, but have not fully understood how to measure the success of such campaigns. Whereas the success of CPG advertising historically has relied on branding measures, CPG e-mail campaigns have focused on direct marketing metrics instead.

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