Ask, then act – not the other way around

In the last seven days, I have received email marketing newsletters from five people I know, and one request for permission to be added to a list. Just two out of them all asked permission to add me to their list. One of the emails was from a hair and beauty salon. Do I look like I’d be interested in a hair cut or a beauty treatment? (Don’t answer that.)

Which do you think got approval? Care to guess which ones received an immediate Unsubscribe? Hint: there were just two approvals.

Clients always ask what is the quickest way to build an email list? Well, first you start with a better question: What is the most effective way to build a quality email marketing list? There are two answers, and they are both simple:
1. One person at a time.
2. Always ask permission.

After you get permission, instead of focusing on quick, focus on quality, as in your quality. Make the content actually worth reading, and people will anticipate your emails instead of clicking the unsubscribe link.

Kelly Hobkirk - teaching marketers how to harness strategy, goals, reality, and purpose to connect and do better work.


Kelly Hobkirk has been helping companies succeed in creative ways for nearly 25 years. His work has been featured in Time Magazine, and books by Rockport and Rotovision. Get exclusive articles when you sign up for his monthly newsletter.

Thank you! This is going to feel good.

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