● Business lists go bad at the rate of 50 percent a year as people change companies, change addresses or become unemployed.
This is provable. Stand in front of a business gathering and ask how many people have a different business card today than they had one year ago, half the hands in the room will go up.
The numbers for email are less drastic, as email addresses often move with the person.
What in the Hell Is Going On?
"Free is a magic word," said the late guru Dick Benson.
Free is a poison concept in the world of e-commerce. Because email is free, no one has any incentive to keep lists clean. The result: Computers are drowning in lists of e-addresses that are no good. The wrong people are getting the wrong messages at the wrong time, or getting no messages at all. To those writing me at AOL, Hello Slobs.
Denny Hatch is a freelance direct marketing consultant and copywriter, and author of the Business Common Sense e-newsletter. Visit him at businesscommonsense.com or dennyhatch.com, or reach him at email@example.com.