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Nothing is more frustrating than trying to overcome a prospect's aversion to email marketing. Typically, the aversion was created by someone walking into the prospect's office and proffering email marketing as the silver bullet, a cure-all, and a magic wand. When email marketing failed to meet these lofty expectations, the prospect turned sour on the entire concept. Truth is email marketing (like any other form of direct marketing) is a process that requires an analytical mind and a strong stomach for failure.
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