Ivan O’Sullivan was irate. Results were disappointing for the e-mail business-to-business prospecting campaign he broadcast in January, and none of the elements of the promotion seemed askew to the veteran e-mailer. He demanded to know how many of the records on the 24 lists he rented were undeliverables.
He was appalled when some of the list providers he dealt with refused to provide bounce-back rates. Worse, a couple of those companies charged him for gross counts ordered, without informing O’Sullivan of how many e-mail addresses were actually delivered.
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