Originally posted on Mar. 8th 2010

They Can Always Opt Out

Permission marketing is the principle behind building a direct marketing email list. Given the choice, shoppers will likely leave a cluttered display-crazy store to find a more pleasant experience. If we hit our list with enough junk they’re not interested in, they’ll be gone.

Direct marketing through regular mail or email is effective because the message is usually short, to the point and of interest to anyone on the list. People stay because they buy items of interest to them. They won’t wander around or read a bunch of ad copy for very long before leaving for good.