New research by Marketing Sherpa / Q Internetactive has confirmed something that we have been saying for a long time. If you are going to send people emails, make sure that they find them interesting.
It's pretty obvious really. If you have opted-in to receive an email, you have an expectation that you will receive something that is of interest. If the email you get doesn't meet that expectation, then you will increasingly see it as spam. Spam gets junked, or opted out.
It is important to understand 2 things about an opt-in. One is that it is not given lightly, it is a considered action - "Yes - I like what this business does and I want to be informed of interesting things.". Two is that this permission has a real value. It is permission to have a relationship and as we all know, it is the relationship that we have with our customers that generates value.
So if you have won that permission, don't waste it by sending worthless emails. People see worthless emails as spam, regardless of their opt in. Cherish it and build on it by providing value and you will get value in return.
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