Chris Kneeland has written a very thorough piece that considers how to approach email marketing in this age where 2/3 of email in people’s Inbox is unwanted:

Email marketing isn’t a replacement for mass advertising and success isn’t measured by impressions. Rather, email is a direct response tool that works best when targeted to niche customer segments. Response, not list size, is what determines success. And improving their email value proposition is the best way to attract a critical mass of consumers willing to opt-in.

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