Consent and interest

Yesterday I wrote someone and asked them to take me off their mailing list. (Yes, emailing them about it was the only "unsubscribe" option. And no, I had never actually subscribed to get their mailings.)

Their response was, er, not what I expected:

Done. I'll never send you anything remotely useful ever again.

Okay then. I'm glad at least that you've removed me.

But here's the thing:

As a vanity metric, it can feel good knowing that you have X thousand people receiving your emails.

But if they're not actually happy to read your emails, such a metric is just that: vanity.

That's why I will always caution against adding people to your mailing lists without consent. It's probably illegal, but worse, it's largely a waste of effort if you're genuinely trying to build support for your cause.

Instead, look for opportunities to capture interest and capitalize upon it.

For example, a client I spoke with today is putting up an advance information page for their annual student film competition.

The submission period won't be open for a few more months.

But you know what is open? A simple sign up form at the bottom of the page for people who want to be kept informed on the competition.

Those people are demonstrating their genuine interest.

And they've not only consented to receiving emails; they've actually asked for it.

And that's the point.

Folks who have asked to receive your material are the ones you want to reach.

Those that haven't are not very likely to be interested in the first place.

Look for interest. Deliver value. And then maximize the relationship.

That's how to turn consent and interest into advocacy and action.

All the best,
A.