I'm on several spirited discussion lists where email marketers and deliverability folks hang out. Over the last few years, I've seen this conversation played out many times: Deliverability Person (and Occasional "Enlightened" Marketer): "Target, target, target. It's all about relevance. Send the right message at the right time. Take the dead addresses of your list. You will drive higher response rates and have fewer delivery problems." Grizzled Direct Marketer: "More, more, more. Who cares about rates of engagement (clicks, conversions, opens)? I care about numbers.