Does Your Company Overestimate the Value of an Email Address?

Author:
Patricio Robles
Source:

It may not be the new kid on the block, but email is, for many companies, one of the most effective and profitable digital marketing channels.

It's not hard to understand why: an email address, like a physical address or phone number, gives companies a means to connect with a known individual across time and space, making it a compelling medium for relationship-building.

Given this, it shouldn't come as a surprise that many companies are eager to collect email addresses of customers and potential customers. Most reputable businesses do so through legitimate means, but the perceived value of an email address is often so high that some companies are willing to consider shadier tactics...

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