Marketers may be daunted by the challenge of predictive analytics. But they can do it with small data sets. All they need is a good list. And email is the easiest place to start. 

Democratic Florida Senator Bill Nelson is being criticized by Republicans for an email about his efforts to cap airline fares for people fleeing Hurricane Irma. The email, sent by his re-election campaign, went out before the hurricane hit Florida; it also has a box marked “contribute.” Republican critics called this “a new low,” but a Nelson spokesman countered that President Trump and Florida Gov. Rick Scott have been playing “hurricane politics.”