When Forrester last asked marketers to list all of the media they used to drive Web site traffic and to rate each one's effectiveness, we discovered a huge mismatch -- the most commonly used tactics were not the ones that marketers believed to be the most effective.
Though e-mails proved to be effective, it receives a big setback with consumers who have been using e-mail for more than 4 years.
Check the link
http://www.forrester.com/ER/Research/Brief/0,1317,12053,00.html
Cheers,
Vijay
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