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Aug 12, 2003
Press Release

Press Release: Consumer Packaged Goods Companies Waste Millions of Email Names

SUMMARY: No summary available.
For immediate release

August 12, 2003 (Portsmouth, RI): According to a new book
published this week by MarketingSherpa, millions of email names
are gathering dust in databases owned by many of the largest
Consumer Package Goods (CPG) firms.

In the new book, 'CPG eMarketing Guidebook: Stop wasting money &
get measurable results,' author Anna Murray discusses what has
become a puzzling phenomenon in online marketing — the fact that
CPGs, some of the world’s largest and most sophisticated
advertisers, are some of the Internet’s worst practitioners.

For example, although CPGs have gathered millions of email
addresses from consumers who want to hear from them, many CPGs
have yet to send anything to these lists.

Permission email lists are coveted by most marketers. So the fact
that CPGs are not using them is “truly a sin,” says Murray.

“In researching this book, I talk to some of the largest CPG
companies in the world. They have collected thousands, even
millions of email addresses in various online marketing
initiatives. But, to the question, ‘What are you doing with those
addresses? Do you have a data strategy in place?’ The answer is
usually a sheepish, ‘No.’”

Murray's goal with her new book 'CPG eMarketing Guidebook: Stop
wasting money & get measurable results' is to provide a solid
framework on which CPGs can base Internet development, email
strategy and online marketing tactics.

About Anna Murray:
For the past decade, Anna Murray has helped such national brands
as Keebler, Alka-Seltzer, Aleve, Land O' Frost, Little Brownie
Bakers, and NO PUDGE! Brownies figure out what to do online. She
is President of e*media Inc, a Web marketing firm specializing in
serving CPGs, and author of,'CPG eMarketing Guidebook: Stop
wasting money & get measurable results' published by
MarketingSherpa. For interviews, contact Murray at or call 212.633.2478.

About MarketingSherpa:

MarketingSherpa publishes books, newsletters and Case Studies
featuring real-life metrics and practical how-to advice for
marketing professionals in corporations across America. Books
are available at the company's online bookstore at
or call Aimee Kessler
at (973) 895-1717
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