E.U./U.S. Marketers Differ on List-Growth Tactics

Published Tuesday, July 18, 2006

E-mail list-growth tactics that work well in the U.S. don’t necessarily succeed in Europe, according to a recent study by e-mail service provider Silverpop. While the most favored tactic for growing e-mail lists cited by marketers in Canada and the U.S. was offline advertising and direct marketing, the top tactic cited by European marketers was online marketing and search, according to Atlanta-based Silverpop’s “2006 List Growth Survey.” The difference may be a result of the E.U.’s privacy rules passed in 2003 requiring marketers to get permission before sending e-mail. ...

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