Cross posted from the Unica IBM blog.
It’s that time of year again, when people are going to open their wallets and spend money on Christmas presents and retailers crank up their email engines in the hopes of grabbing their piece of the pie.
In the face of a struggling economy and general hard times, it is hard to avoid the temptation to indulge in various mailing tactics that are not best practices, like dusting off older segments of mailing lists, significantly increasing mail volume, sending mail across channels where permission was not explicitly given, buying mailing lists, etc.
Some may argue that there is no harm engaging in squirrely practices in the interest of making the sale now and then cleaning up the results later – immediate gratification always feels good and makes the financial quarter’s bottom line look great – but… there are costs which may not be immediately obvious... [Read the rest on the Unica blog]
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