Email’s Branding Study - Beyond the Click: The Indirect Value of Email

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February 12, 2009 — Email is a cultural and marketing phenomenon. In its relatively short lifetime, email has become so widespread and so often used that it has fi rmly been established as an essential part of a multi-channel marketing scheme surpassing other channels in almost every dimension – volume, frequency, and ease of execution just to name a few. With increasing volumes and proliferation of spam, this powerful communication channel and those looking to utilize it face savvy consumers able to weed through hundreds of messages looking for only the most relevant of information.