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Email Marketing White Paper

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Executive Summary

Email is old-school. Email comes with a bunch of associated problems, spam being number one. And managing email lists properly involves a lot of dedication and hard work. But email provides the highest Return-On-Investment (ROI) per dollar spent of any other marketing initiative one could embark on. The main reason why email marketers have been viewed in the same light as pornographers and lawyers for many years is due to the justifiable hatred people have of spam. And the best email marketing professionals can still sometimes cross the hazy line into the realms of spam, destroying goodwill generated over months and years towards the company in question.

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