Examples of and lessons from communications that neglect basic direct marketing Best Practices.
AT&T's new Terms of Service for those without service
The email from AT&T gets an easy Fail for List. I know of several people who received it who have not had AT&T Internet for over a year. Sending an update of your Terms of Service for current customers is one thing, sending it to people that are not current customers is something else. It will make some people less likely to be AT&T customers again.
Lesson: Don’t force changes to your Terms of Service on non-customers.