A recent article by Simms Jenkins in iMediaConnection delves into this question with some great insights. He cites eMarketer's finding that it costs five to 10 times more to acquire a new customer via email than to retain an existing one, and asks, "So why are so many companies leaving their best and most thoughtful work for the hard (and expensive) task of acquiring prospects while their existing customers endure many seemingly basic and generic emails?"

Click here to read the Nov. 21 article.