Stevan Roberts

Stevan Roberts
List View: Relationship E-mail

Get Your Message Into the Inner Circle In the early days of online marketing, e-mail was a fresh and different way to reach people and, for a brief period, click-through rates frequently hit double digits. Then people’s e-mail boxes became flooded with marketing messages—some legitimate, some outright spam. E-mail response rates fell from the stratosphere back to Earth, but the deluge continued. People installed spam filters. Corporations built firewalls. And e-mail response rates, once stellar, were now not much better than what postal direct mail could produce. According to an article in The Marketing Report (Oct. 27, 2003), most people open and read permission-based