The Lifeguard Rule states that if the person you try to save is pulling you down and you realize you are both going to drown, then you can leave that person and let them drown. You would be saving yourself so that rather than having two deaths, there is only one death.

When it comes to email marketing there are only so many that I can save. Those people who continue to send email flyers to their lists won’t grow their lists, won’t develop rapport and will surely drown.

But they will surely drown alone