Seth Godin
Hidden cost of email blasts
Seth Godin has a post up today talking about how friction, that is the cost of sending marketing, is good for marketing. With more friction, marketers make choices about sending instead of sending to everyone.
The post touches on a point I’ve certainly tried to explain to clients and senders in general.
Negative brand building with email
Seth Godin compares and contrasts two different email campaigns he’s received. One is a opt-in campaign that is highly relevant to him. The other is spam, sent to two “discovered” email addresses. The whole post is very good, but there are a couple things he said that bear repeating.
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