iMedia: Email List Rental is Baaaaaack!
The email list rental business suffered greatly in the past two years, polluted by dishonest brokers, discredited by lists that proved to be poorly maintained and tainted by spammy practices, suffering through deliverability problems, ignored by mainstream brand marketers who had earlier shown the beginnings of interest and then slapped with a near business moratorium as brands figured out what the heck to do with the CAN-SPAM Act. But, as Michael Mayor notes in iMedia, it's back. He notes that the travails have winnowed down the field to players that are more easily identifiable as people marketers either should or shouldn't want to do business with.
