Done correctly, this once-maligned strategy can be a real boon to your list health.

By Catherine Algeri

2. I’m afraid I’ll be wasting my money!
According to the article “Get An Email Address, Generate Income,” in the April 15 issue of The NonProfit Times, the average worth of an e-mail address on your file is $7.86 a year, per Convio’s recently published benchmark study on e-commerce between July 2006 and June 2007.