September 30, 2003, 12:00 AM

Marketers wrestle with how to make e-mail more effective

Just as marketers are embracing e-mail as an effective promotional tool, spam concerns are hampering e-mail’s effectiveness.

Just as marketers are embracing e-mail as an effective promotional tool, spam concerns are hampering e-mail’s effectiveness. Thus many marketers turn to outsourced solutions where e-mail experts can help them overcome the complexities of dealing with spam filters and employ best practices in market segmentation. Jupiter Research surveyed e-mail marketers in June about whether they outsourced, what their experience has been with outsourcing vs. in-house and what would drive them to outsourcing. Here’s what Jupiter says in its report “The State of e-Mail Marketing: Perfecting the Appropriate Mix of Art and Science.”

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