Imagine a direct marketing piece that 51% of the recipients open and 20% actually read. Moreover, you can know who opens the piece and see exactly what each person reads – in other words, instant visibility into the effectiveness of your marketing efforts. It is possible with e-mail marketing. The above metrics are results from an inaugural e-mail newsletter Gallery BMW sent to potential and current customers in March. Gallery is comprised of two dealerships in the Boston area owned by ...

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