• by Loren McDonald , Op-Ed Contributor, May 22, 2008

Our friends at Exact Target rolled out some new research reminding us that consumers control the inbox. I was also reminded that the local police control the roads - getting myself a speeding ticket on the road out to Captiva last night. While staring with one eye at the driving directions and the other at the road, apparently left none to look at the speedometer.

The simple point being that the rules of the road are different wherever you go - including every inbox your emails arrive in. There are no one size fits all approaches are answers in email marketing. The 3 students from Ball U. confirmed this loud and clear - even though they all were in the same demographic, each had many subtleties in their media consumption habits. Consumers control the inbox - love it, embrace it and benefit from it. Provide wanted and relevant information to recipients and ROI will be off the charts.

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