Can E-Mail Marketing Deliver for Rebuilders?
While brazen e-mail “spammers” have been rightfully relegated to the status of Web pariahs, a number of automotive rebuilders and their suppliers have quietly discovered a powerful fact about the medium. When leveraged artfully, an ethical e-mail marketing strategy can be an effective and productive sales leads generator. Indeed, while the promise of the Web has understandably mesmerized the global marketplace lately, Internet research marketing firms already know that e-mail is currently the Internet’s true “killer application.” Consider the following: more than 75% of the 41.5 million adults on-line in 1998 used e-mail, according to a recent Cyber Dialogue/Find SVP (http://www.cyberdialogue.com) survey. Moreover, in another study conducted by the Electronic Messaging Association (http://www.ema.org), 108 million people are expected to be using e-mail by 2000. And according to Ann Handley, president and editor in chief of ClickZNetwork (http://www.clickz.com), an e-commerce resource a
