Your client (or peer) Joe Marketer states that since there is no cost per message with Adobe Campaign, the best way to increase sales is to send every e-mail campaign to every contact in the data mart. Do you agree with him? Please argue for or against this approach, both from a business perspective (what impact this approach will have on your sales) and from a technical perspective (what impact it will have on your reputation/deliverability).
I'd be very concerned about customer fatigue...customization and relevancy will lead to better results in terms of reactivity and opt-ins. Once customers catch on to the fact that they are getting very general content that doesn't apply to them, it becomes very easy to tune out or unsubscribe.