Holiday Volume Up, But Campaign Sizes Down: Silverpop

Published Tuesday, November 28, 2006

While e-mail marketers have begun this holiday season by predictably sending more messages, individual campaigns are going out significantly smaller, according Elaine O’Gorman, vice president of strategy for e-mail service provider Silverpop. The trend seems to indicate that e-mail marketers are increasingly segmenting their e-mail files and targeting their efforts, she said. The volume of e-mail Silverpop is sending on behalf of clients has been rising similarly to the rate at which it rose last year, she said. However, the number of campaigns the company is sending out on behalf of clients has been growing faster, O’Gorman added. ...

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