Why Only The Desperate E-Mail Their Entire Mailing List

[mandy]

If there is one complaint that comes up repeatedly in discussions with e-mail consultants and service providers, it is that they are all struggling to convince clients not to mail their entire list.

Not only is it unnecessary, it's not wise.

But many marketers seemingly can't help themselves. To them, everybody who has ever bought anything from the company is a potential repeat customer. As a result, failing to e-mail them all an offer on a channel where the delivery costs are low is unthinkable.

But while it may not cost much money to send e-mail to nonresponders, it can cost the marketer in other ways. Internet service providers such as Yahoo!, Microsoft, and AOL say complaints from consumers is the number-one measure they use to determine whether to block incoming e-mail or divert it into users' spam folders...

full article: http://multichannelmerchant.com/webchann...-05102007/

[maggie777]

segmentation not saturation damn it