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SWOT Team: Will CAN-SPAM Make List Brokers Obsolete?

by Hank Stroll, Yvonne Bailey  |  
April 20, 2004

Despite the pervasive use of email marketing, it is still a relatively new kid on the block compared with other forms of direct marketing. Seemingly overnight, however, this wonder child of the online marketing world has gone from e-novelty to e-headache.

Inboxes bursting at the seams with messages and illegitimate offers have caused federal legislators to enact new legislation. With the CAN-SPAM Act newly inked, legitimate marketers everywhere are attempting to bring their practices into compliance. Would-be broker clients are scrambling to forge email-friendly relationships with prospects and customers to prove the legitimacy of their lists.

Despite marginal response rates using third-party lists, many companies have neglected building their own, in-house lists. Will CAN-SPAM make in-house lists necessary to stay in compliance, and cause list brokers to become obsolete? This issue's dilemma asks: Should legitimate marketers continue to work with third-party list brokers or build their own in-house lists?

Prefer to opt-out of this dilemma? Let us know what keeps you up at night. What dilemma do you take with you when you leave the office? Your peers would love to help. Write to us and ask our SWOT Team about your dilemma. Tap into the collective strength, wisdom and experience of this group. It works, and you could win a free copy of our book, A Marketer's Guide to e-Newsletter Publishing.

Revisit our previous dilemma—read below for your peers' best advice for dealing with a territorial sales team.

Unite and make a difference!

This Issue's Dilemma

SWOT Category: Internal Weakness

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Hank Stroll ( is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.

Yvonne is a “customer engagement coach” and President of EVE Consulting, helping companies achieve sustainable market leadership through the power of customer engagement.

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