MULTICHANNEL MERCHANT » ARCHIVES FOR MICHAEL DELLA PENNA
For many years e-mail marketers were an organization
Tracking the connection between e-mail and e-commerce has become a relatively straightforward exercise for most marketers. But the simplicity of connecting online sales to e-mail efforts and the difficulty of tracking sales across other channels has relegated e-mail
Over the years there has been much discussion about defining various permission levels (opt-in, confirmed opt-in, double opt-in) as a means of promoting industry best practices and in order to further distinguish legitimate communications from spam.
Epsilon Interactive CMO Michael Della Penna outlines the four myths on e-mail marketing in a four-part series for MULTICHANNEL MERCHANT. This week, Myth #1: Phishing and e-mail fraud has created an e-mail crisis.