Taking a contrarian line on CRM, CBS Sportsline has begun removing people from its email newsletter list, reports ClickZ.

Seeking additional confirmation from potential email subscribers, the sports channel has begun removing those who do not respond to requests to remain listed. The move was made to create a more engaged and active recipient pool after discovering that the high volume of emails was diluting its brand instead of building equity.

CBS Sportsline still has three more email lists to trim. Those on the pilot list received one warning; future batches will receive mutliple alerts before ultimate deletion.