The general Internet-connected public is inundated with email messages every single day, some of which are useful and relevant to them, and many (perhaps most) of which are not. Trends in commercial abuse of email communications channels have resulted in a highly de-sensitized email user base; one that expects a large percentage of received emails to be nothing more than garbage. This paper describes email marketing as tricky business. When used correctly, it can put you in closer touch with your customers. When abused or used without the correct processes and software in place, it can turn your customers against you.
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