Email Marketing Continues to Confound Publishers.

DESPITE email's LONG-ESTABLISHED ROLE AS A CRITICAL MAR-® I keting channel for publishers, diverse challenges remain and, when it comes to return on investment, uncertainty persists. That's the upshot of an exclusive survey conducted by Folio: and What Counts to better understand publishers' goals, concerns, and tactics as they pertain to email marketing. A total of 151 executives, publishers, marketing directors, and head editors from across the B2B, consumer, and association segments of the magazine industry responded to a 15-question survey, conducted in September, designed to glean some empirical insights into media companies' email marketing objectives, opportunities, and obstacles. [ABSTRACT FROM AUTHOR]

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