Does Renting Email Lists Make Sense Any More?
The Point
SEPTEMBER 16, 2010
I wrote recently in this space about the recent resurgence of direct mail as a viable outbound component to an integrated demand generation strategy. Most of that resurgence is due to the benefits of using direct mail on its own merits, but there’s another factor: the greatly diminished effectiveness of rented email lists. When the list industry “discovered” email in earnest back in the 90s, direct marketers like this blogger were enthralled with the potential of a new, hipper alternative to dir
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