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Gain Permission First

August 2, 2019

Just about every day I get a flood of junk mail in my box.  You probably do too.  I don’t know anyone who just can’t wait to get home to see what’s arrived.  That’s because we didn’t give the folks sending it permission to send it to us.  It’s an interruption.

Now we all get the same interruptions in our inboxes.  I wonder if the guy who just sent me an unsolicited email see’s what he’s doing as any different than the junk mail that arrives at his house.

Today one of the most important jobs of the marketer is to first gain permission to communicate.  Harvesting email addresses is not the same as gaining permission.  Permission is the privilege to send anticipated, relevant messages to people who actually want them.

Nobody likes being spammed!

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