The DIF&W e-mail list SAM got is virtually worthless. If anything, it's counterproductive.
Back in the old days of the Internet -- that is, about four years ago -- having a whole bunch of e-mail addresses was all you needed to spam your way to riches, because anti-spam tools in North America were not very good.
These days, you can't simply send tens of thousands of messages from a US-based Internet service provider to tens of thousands of North American e-mail addresses. Between server-based anti-spam measures and modern antivirus / antispam software, 90 percent of people won't ever see your message. If you want to spam by e-mail, you need to do so from an offshore ISP.
I don't mean to insult anyone's intelligence and suggest that spam doesn't exist. There are ways to cheat the anti-spam systems. I'm simply saying that, unless SAM was to hire an offshore e-mail spamming company, or engage in some very complicated computer programming and hacking, the e-mail addresses on that list are useless.
SAM can't turn to Constant Contact or another e-mail marketing company, either. Legitimate e-mail marketing companies require voluntary opt-in / opt-out mailing lists. In other words, they don't accept e-mail addresses that were bought, borrowed, harvested or otherwise obtained through some third party. (OK, SAM could lie and say they are not using a purchased e-mail list. However, that would work exactly once, believe me.)
Ultimately, spamming is pointless, especially if, like SAM, you're in the business of creating and strengthening relationships.
I could go to a bar and ask every single woman I see if she wants to sleep with me. Eventually, that method will work. But in the process, I am going to offend a lot of people and probably start a lot of fights. For the one success I found, I laid waste to hundreds, if not thousands, of better opportunities.
SAM could find some offshore spammer, send out thousands of messages, get 5 new memberships and call it all found money. But SAM would alienate a significant majority of the people who did not respond positively. It would stain their reputation and probably lead to at least as many canceled memberships as new memberships it created.
Companies should use e-mail marketing to retain the customers they have, not to recruit new customers. (I'd recommend reading the books "
Free," "
Trust Agents" and "
The Long Tail" if you have interest in modern-day marketing.)
If I were SAM, I would apologize for having asked for the list and assure sportsmen that I have destroyed the list. There's no scenario in which the DIF&W e-mail addresses helps SAM build its membership; that list is only hurting matters.