The problem that Vonage and the majority of businesses suffer from in their public messaging is that they don’t create a single point of contact with the customer – they create multiple points with many lists that are so different that cross-referencing them to remove duplicates is next to impossible.

Now it is certainly true that as irritated as many people become by too many “touches” the fact is that an interesting, relevant offer will get their attention anyway -- which is why spam will always work and why it will never disappear unless email technology changes radically.

What I always wonder about is the cost of having and using so many different lists. Surely planning a modern communications strategy for a business should involve a carefully structured customer and prospect database that ensures that messaging is optimized to reduced costs?

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