Originally Posted by Barefootsies

Going the ESP route, like Amazon, is only for the cleanest of clean lists. Most ESP's have a complaint threshold you can't go over or risk termination. I would suffice to say most people in adult do not do proper list management first and foremost.

Second, these is a lot more needed for effective email delivery than just loading up your spam cannon and firing away. While this 'may' get you some opens and clicks, there is significantly more involved in making the most of your data and offers.

As others have pointed out, clean ip's are a must for best delivery potential. You must segment and manage your data. That includes getting out old dead addresses, spamtraps, bounces, and alike. Then there is the matter of inboxing versus junking. Not to mention tracking all of your opens/clicks based on the different offers. Let's not forget content in your email creatives getting past spam filters, and so forth and so on.

As to the O.P, most of what DamainJ/RazorSharpe and that other chap are saying is true. In short, effective email marketing is a lot more than just loading up a mta and hitting send. Anyone can 'spam' someone and cross their fingers hoping for a sale. Effective email marketing on the other hand, is a whole different ball game.