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Marketing Buzz 03/02

Measure your referral rates on e-mail marketing campaigns and pitching charts to the media

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This story appears in the March 2002 issue of Entrepreneur. Subscribe »

Refer Madness

Word-of-mouth has always been one of the best forms of marketing--and that's true in the e-business world as well. Forty-five percent of online shoppers choose e-commerce sites based on word-of-mouth recommendations, yet only 7 percent of companies implement tools to measure the impact of word-of-mouth on customers. That figure is likely to grow, thanks to new technology designed to track referral rates of e-mail marketing campaigns.

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