Email Prospecting Analytics

Reinventing Direct, my blog at Target Marketing Magazine, features my thoughts today about email prospecting analytics. and what it takes using email marketing to rented lists to make money. The article was inspired by a call from the owner of a start-up company a few months ago. They were planning to send millions of emails to prospects and had the run the numbers in a way suggesting they would all be rich in 90 days.

It didn't quite turn out that way.

Once I showed them how they needed to determine long-term value and allowable marketing costs, the conversation changed. Learn more in today's blog at Target Marketing.