• by David Goetzl  @dgoetzl, May 23, 2008

Email marketers talk about how sophisticated their craft has become. It's no longer about mass-mailing and hoping for the best -- strategies that carried tags such "batch and blast" and "spray and pray."

So, in that spirit, how about these to describe what happens when a mailing yields impressive ROI:  Â

Scatter and Matter

Spread and Bread

Plaster and Master

Not expecting them to wind up in a marketing textbook, by the way.