This was a very interesting case study.

But I'm not surprised at the results. I've found that people who tend to fill this stuff out and send it to their friends do this just to get the freebies. They may put fake email address's, they may just target people on their email accounts they don't email often, even if they do email their friends, most of the time those people that they email aren't even interested in what you have to say.

It comes down to the ol' niche marketing standard, you MUST target interested traffic.

Good case study though, I think it proves that this is "easier said than done."

I'm sure there are ways to make it work and people that have success, but who knows.

Rob