He sees no contradiction among his roles. If you do it correctly and you disclose what you're doing, then ensure privacy, you can get people to sign up for marketing e-mails and they'll respond more readily. Ad agencies are also adding e-mail expertise to their capabilities. The clients love this. It takes less time to figure the success of the communication.
Segmentation is also easier because it's database driven.
An e-mail database, as opposed to a list, offers a host of data on each prospect, including how they responded to past mailings, Rozen said. Such a database can make sure communications are personal and relevant, and that privacy is protected. That helps campaigns succeed, Rozen said. True opt-in programs require that consumers give explicit permission before anything is sent. It's that effectiveness that is causing some marketers to take shortcuts in compiling lists, others to overuse their lists, and resulting in consumers avoiding lists, Oxman said.