Playing by the Rules

Not everyone agrees. Says Rosalind Resnick, president of NetCreations, a New York-based opt-in-only list management firm, “Mailers who mailed to other lists have found that response rates aren’t as good. There are more negative lists. It’s not that we want to be P.C. [politically correct], but if you mail to people and they complain, it’s not in the marketer’s favor.”