Email Marketing: Asset or Liability?

These days, companies are increasingly relying on email to communicate with customers, disseminate news and announcements, promote special offers and build their brand. The problem is that for more and more companies, email marketing is becoming more of a liability than an asset. What’s worse is that most do not know it.

While most executives are aware of backlash against spam, few make a concerted effort to make sure their company is protecting itself, both legally and business-wise. Instead, they proceed with haphazard, poorly-planned email campaigns that at best have mediocre results, and at worst may upset customers, erode their brand or cause the company to incur legal risk.