With the right tools and strategy, e-newsletters can help convert leads and boost sales Recent months have seen a historic boom in online marketing expenditures. Forrester Research categorizes it as a “resurgence” and predicts that overall online marketing spending will top $26 million by 2010. With all the emphasis on banners, sponsorships and search engine marketing—all lead generation tactics—direct marketers need to be sure not to neglect lead nurturing activities, or they will risk low conversion rates and poor ROI. E-newsletter marketing is an ideal tactic to nurture leads and convert them to sales. It is relatively easy to implement and can build relationships,

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