He offers four points to improve the efficiency of your email lists. Those include respecting the customer relationship, establish and deliver upon relationships, being able to accommodate rising customer skepticism, knowing how to encourage interaction and appease customer desires and knowing the cornerstones of quality lists.
I think marketers today have forgotten that email is personal, just as much, if not more than social media is. Email is a personal interaction and can be an effective means of marketing a brand or product, however, because of the unintentional use of it by marketers in recent history, many people are turned off by it. Rice offers useful insights on how to best maximize email to grow your brand or product.