Effective Email Marketing
Forrester Research
By Shar VanBoskirk with Charlene Li and Jennifer Parr

Conversations Change the Email Service Landscapes

Marketers want to move email management in-house because they perceive it as involving basic message delivery -- sending a single message to undifferentiated customers. But as marketers execute more complex email conversations, they will outsource to get the support they need (see Figure 6).



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