As mentioned in the post, we know this practice has been widespread in the past. We’re not out point fingers or punish people for the flawed advice given to them in the past, but to build a solid foundation for the future.

As such, we’ll work with all clients to improve any e-mail deliverability issues, target messages to those most likely to respond, and grow their lists the right way.

While tactics like buying lists may have been an accepted practice in the past, we believe they should be phased out. Too often, they become a crutch and an excuse not to do real list-building, because quantity is confused for quality.