[Editor's Note: Using your customers to fuel your marketing campaign.] Sam Decker - DM News - 3/9/10 Customer reviews and other forms of word of mouth make great fodder for e-mail campaigns. When measured against identical campaigns that don't include word of mouth, they generally drive higher click-through rates and sales. Two key benefits of e-mail and user-generated content include driving community participation and using trusted words of customers to market products.

E-mail encourages consumers to engage with your site – and your brand. Read the full story.