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Sending the Very Best

If you want to click with your customers using e-mail ads, be sure you're sending the right message.

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

Sent a promotional e-mail lately? Your customers may be losinginterest in these marketing messages, recent survey data shows.

An online marketing study from eMarketer, an Internet researchfirm, looked at data from a variety of online advertising researchfirms and found a sharp decrease in consumer response to e-mailadvertisements and promotions. The study found that the averageclick-through rate on e-mail advertisements was 1.8 percent in2002. That's down from last year, when the rate exceeded 3percent. Those numbers are not favorable for e-tailers, especiallysince e-mail marketing has proved to be effective when compared toother forms of advertising such as banner ads, traditional directmail or general brand advertising.

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