The Australian Federation of Travel Agents has canned its webMAIL product, apparently because a technology upgrade revealed how ineffective it was. The system had been used by suppliers to alert travel agents to product updates. But the upgrade showed the AFTA emails had a click through rate of just 2%, way below accepted industry standards. Suppliers now rely on their own databases. Perhaps a clue as to why the large publishers continually reject pay for performance advertising models.
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