Better the devil you know?

This article at Marketing Profs touched a nerve for me.

So many business owners admit that all the print advertising, direct mail, etc they do is a waste of money. So why not try something where the results really are measurable ... er, like email marketing?

Because it's easier to stick with what you know, even if it's rubbish?

Like putting up with an unhappy marriage for years, rather than risking something new?

What  a nice thought for Valentines Day!