Many marketers, novices and seasoned vets alike, have fallen prey to a few misconceptions when it comes to e-mail. In what will be an occasional series, E-mail Essentials asks experts to set us straight regarding common myths. Here, Stephanie Miller, vice president of strategic services for e-mail technology provider Return Path, gives us the skinny.
Myth: Revenue equals subscriber interest.
Truth: Too many marketers are lulled into a false sense of security by the seemingly unquenchable revenue generated by the e-mail channel. Take a hard look at your file. The data will show that most purchases are made by only a portion of the file. That means a lot of unsatisfied subscribers and missed revenue. Even simple segmentation