Technology is grand. It enables us to do very sophisticated e-mail promotions, and there is no shortage of articles on deliverability and analytics. When e-mail is your direct marketing channel, it's no longer just about the lists, offers and message. But perhaps when trying to get our arms around filters and metrics we overlook a basic tenet, especially in b-to-b subscription marketing: Our audience is human — they are individuals, and they have egos.