Email Subscriber Research - Necessary or Frivolous?

In a conversation about how to allocate precious resources, Brian Jaffe of Nationwide asks, "Why do we not regularly survey our email subscribers?"  Given that we do customer surveys all the time, particularly on websites, why do we not do original research with subscribers?

"You can never have enough data," says Rishi Mahalaha of eBay.  However, assigning budget to research is hard.  The panel agrees that testing has a budget, but research does not.

Maybe the reason email marketers don't do this often is because we have so much response data.  Perhaps we all feel that response and behavioral data is a sufficient proxy for perception of the email program by subscribers?

Our volumes of great data is both a blessing and a burden.

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