Email Marketing

Triggered e-mail: Extending the life cycle of multichannel campaigns

By Yael K. Penn

Event-based and behavioral (triggered) e-mail marketing is a great way to continually communicate with prospects and customers and to extend the life cycle of any campaign, whether it is traditional or interactive. As long as the messaging gets respondents to visit your Web site, and you are able to get them to opt in with a free offer or other premium, you’re in business.

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