E-mail Appending: Pros, Cons and Action Tips

Spam is in the eye of the beholder. This adage offered by Anne Holland, publisher of MarketingSherpa.com, encapsulates the current discussions about e-mail appending.

Most of the debates center around privacy as it relates to recipients’ permission. Some experts propose that the existence of a business relationship in one channel (e.g., direct mail) doesn’t justify marketers’ contact through another (e.g., online) when the customer hasn’t given his or her specific permission.