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Email Marketing Firms Hit Mainstream

The British Labour Party hired Email Reaction to be agency of record over its many electronic communications efforts. The review and rewards signify an interesting development in that the process involved a formal evaluation process not unlike a typical agency review. Email marketing has become a mature enough practice, with a specialization out of reach to most general marketing firms, that a coterie of companies regularly compete against one another for major accounts. Increasingly, large firms would sooner hand over their direct mail campaigns to their television agency than they would allow them to tinker with the email efforts.

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