If your favourite shoe brand sends you an email with a discount coupon, how excited would you be to buy from them again? But, if upon clicking through, you realize that the coupon applies only to bright pink stilettos that as a businesswoman you neither need nor like, would your excitement be the same? Or, would your betrayed expectations lead to disappointment, only to be followed up by frustration? As a business-savvy person, you’d quickly understand that you’ve been on a receiving end of an email marketing campaign gone awry,…
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