Playing by the Rules

“What we see is that this is the only way to prospect legitimately through e-mail with the law now in California and laws in the next year expected that will probably follow that law,” says Wardell.

Forming a strategic alliance with another company is more labor intensive and time-consuming than simply renting a list of names, but with the increasing restrictions on marketing, if you want to market using e-mail, you’ve got to be more aggressive in terms of how you come up with names.