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New E-Mail, Old Challenges

'Who gets this stuff and who reads it?'

As long as there has been advertising, marketers have been not only trying to identify their customers and potential customers, but also trying to understand what makes them tick and which campaign elements make them buy and which do not.

Some things never seem to change.

At least that is the conclusion of a new survey from Silverpop, an e-mail service provider (ESP), conducted by JupiterResearch.

In a poll of 422 e-mail marketers, 34% of them said that a lack of customer data is the largest hurdle they face. Additionally, 32% said they struggled with analyzing campaign results.

In other words: "Exactly who did we send this mailing to and what did the responses (or lack thereof) mean?"

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