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B-to-B Email Lists in Short Supply

The limited quantity of email lists continues to present a problem to b-to-b marketers, according to BtoB.  Eric Snider, exec vp at catalog direct marketer SkillPath, said, “There aren’t too many email lists out there in the marketplace.” He added that, while there are plenty of list marketers who would like to play a role, email names for rent are “pretty limited.” Part of the challenge is that marketers want to protect the identity of their customers, particularly when getting permission to send email can be so hard-won. Other challenges include spam and phishing, resulting in the fact that for a large majority of marketers, email is still a retention vehicle rather than one used for acquisition.