Email used to be used for customer acquisition and retention, but with so much spam & phishing going on, rented email lists are becoming harder and harder to come by.
Companies are becoming more stringent with their email lists due to privacy guidelines. Most companies don’t want to rent out their email lists anymore because it is becoming harder and harder to acquire email addresses from customers.
Companies are starting to use email lists as more of a retention tool. Once they have a customer’s email address, they are sending them offers/specials/news updates, but aren’t selling them to just anyone anymore.