Email List Rental: Approach with Caution

The email list rental business is suffering, and no wonder. EmailExpert posted “We WILL Share Your Email Address” a few weeks ago, after receiving an email from Kodak, modifying the original permission received and notifying recipients that Kodak will begin sharing email addresses with other Kodak companies.

I was floored when I first read this. Kodak had a complete disregard for its relationship with the customer. Unfortunately, I understood how they landed there. Email is probably one of the most cost-effective channels for Kodak, and this allowed Kodak to quickly expand its email marketing. While all major marketers should understand email today, email is Kodak’s marketing, not their core business.

A few days ago, I was shocked to find, in my spam folder, a similar email Read more of this post

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