If you use an e-mail service to send newsletters or blasts, how did you build your list? If the answer is that you invited people or they added themselves via a form on your website, three cheers for you! No coal in your Christmas stocking.

Email is still one of the most powerful ways to connect with customers or prospects short of having coffee together, even if automated (because you can personalize it with the recipient’s name). You’re not competing with a stream of cat photos in Facebook or random Twitter chatter. It’s a great way to further your brand and personality, and become a go-to person in your field.

But you don’t want people scratching their heads when your third e-blast of the week arrives in their in-box, wondering if they forgot they signed up for your list.

There are three types of emails from businesses: total spam, almost spam and not spam. If you invited people to your list or they signed up (knowing what they were getting), that’s not spam.

We all know what total spam is.

Almost spam is everything else, such as adding people to your list, even people you know, even good friends, who might very well have said, “Yes, sign me up Scottie!” if only you’d asked.

But they can delete emails, right? Trust and respect rule here. The burden shouldn’t be on the recipient. Your goal is to inform, inspire and delight. It’s a sign of respect to ask permission to add someone to a list, even a client. Read more