Comments on: List Rental is… http://www.spamtacular.com/2009/07/28/list-rental-is/ Where Email, Delivery, and Law come together Wed, 28 Sep 2011 23:11:18 +0000 hourly 1 http://wordpress.org/?v=3.4-alpha-19841 By: Delivery Blog Carnival – Selling, trading and renting email addresses at Word to the Wise http://www.spamtacular.com/2009/07/28/list-rental-is/comment-page-1/#comment-754 Delivery Blog Carnival – Selling, trading and renting email addresses at Word to the Wise Tue, 11 Aug 2009 00:39:05 +0000 http://www.spamtacular.com/?p=976#comment-754 [...] posted List Rental is…. In that post he looked at how email is different from direct mail and how the attitudes are [...] [...] posted List Rental is…. In that post he looked at how email is different from direct mail and how the attitudes are [...]

]]> By: John Caldwell http://www.spamtacular.com/2009/07/28/list-rental-is/comment-page-1/#comment-742 John Caldwell Wed, 29 Jul 2009 05:25:10 +0000 http://www.spamtacular.com/?p=976#comment-742 One of my biggest peeves when direct mailers want to play at being email marketers is that the first thing that they seem to forget is that merge/purge is Direct Mail 101. When renting postal mail addresses they're all very cautious so as to make sure that they're not paying for print or postage to reach an individual that might be on more than one list. When they get into the email world that basic concept goes out the window and subscribers to more than one list or publication in the same target audience can get two, three, or even more of the same message from the same renter - often minutes apart - but from different senders. The end result is that both the publisher/broker and the sender lose. The publisher loses by opt-outs and spam complaints, and the renter gives the impression of being a spammer (aided by a greedy publisher or broker). What peeves me even more is when email marketers, list brokers, and publishers should know this, too.... Great post Mickey! One of my biggest peeves when direct mailers want to play at being email marketers is that the first thing that they seem to forget is that merge/purge is Direct Mail 101. When renting postal mail addresses they're all very cautious so as to make sure that they're not paying for print or postage to reach an individual that might be on more than one list.

When they get into the email world that basic concept goes out the window and subscribers to more than one list or publication in the same target audience can get two, three, or even more of the same message from the same renter – often minutes apart – but from different senders.

The end result is that both the publisher/broker and the sender lose. The publisher loses by opt-outs and spam complaints, and the renter gives the impression of being a spammer (aided by a greedy publisher or broker).

What peeves me even more is when email marketers, list brokers, and publishers should know this, too….

Great post Mickey!

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