E-mailers Starving for Customer data

Published Tuesday, December 05, 2006

Ten years after embracing permission-based list building—albeit, often at gunpoint— mainstream marketers are still starving for data on their e-mail customer files, according to a new survey. Thirty four percent of 422 e-mail marketers surveyed by JupiterResearch on behalf of e-mail service provider Silverpop said a lack of customer data is the No. 1 challenge they face in their e-mail marketing programs. Ironically, the permission aspect of e-mail marketing is probably a significant part of the reason why customer data on e-mail addresses is so scarce. “The point of opt-in is a delicate time in the relationship between ...

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