Originally Posted by Barefootsies

If you're sending email, the goal is not just to "send email" as a mass volume, throwing shit against the wall strategy.

The goal should be to inbox and increase traffic/conversions/branding of whatever you end objective is for the product or website. That can take a lot more than simply loading up an old or current membership list and hitting send. Effective delivery involves creatives, subject lines, quality of your ip's, content of the message, spam score, so on and so forth.

In short, anyone can send email. However, your objective should be effective email marketing.