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Marketers seeking to build relationships with their customers turn to email for customer relationship management (CRM) efforts because as an interactive tool that consumers use daily, email creates an easy way to engage with a brand. CRM emails usually include informative content, exclusive offers, and targeted advertising messages, whereas acquisition emails tend to be more promotional. Boston.com, the online site of 'The Boston Globe,' relies on email to build customer relationships and to keep readership up. The news publisher has been using New York City-based Datran Media's e-mail services for its CRM efforts since 2005. Its registered member base is currently more than 2 million, with 20 percent subscribed to at least one email newsletter such as a daily news email, a daily business update, or breaking news alerts. To track its email programs, Boston.com looks at deliverability, opens and click-through rates, subsequent page views to the site, and new email subscriber registrations. Based on the clear success of the present strategy, the publisher plans to continue to grow its email list and to offer more email product choices.
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Information Sources, Inc.
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