In B2B marketing, and particularly in enterprise technology marketing, publishers lean heavily on email lists for lead generation programs, including whitepaper and webcast promotions.
B2B email lists also still command high rental rates ($300+ CPMs are very common). Both directly or indirectly, email continues to be an important vehicle for B2B publishers.
But when you rent an email list, purchase an ad in an email newsletter or run a lead generation program with a publisher, do you know how much the publisher has used (or abused) their email list? [Read more…]