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Content is Currency: Developing Powerful Content for Web and Mobile by Jon Wuebben

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CHAPTER 9The Relationship-Building Power of E-Mail Content, Auto-Responders, Newsletters, and More

“E-mail is the most used lead-generation tactic by businesses today, with 88 percent of marketers using it regularly—more than PR, trade shows, direct mail, print, search marketing, sponsorships, and other forms of media.”

—Forrester Research

Forrester also says that e-mail is the single most trusted information source online and it’s expected to grow to a $2 billion industry by 2014. Exact Target, a well-known e-mail marketing service provider, chimed in with this: Fifty percent of consumers make purchases as a direct result of e-mail, which also drives more conversions than any other channel. So, e-mail is one of the most important activities ...

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