Think of it as a privilege. Customers, by giving you their email address agree to allow you to send them promotional material and newsletters. Good manners and legal liability rules mean that you also add an “unsubscribe” button or link to the bottom of each piece of email marketing material. This is a good thing – people are interested in the products or information you are offering!

Staying on top of your “subscribe” and “unsubscribe” lists may seem like a time-consuming task but with the right email package this function is almost completely automated.

Spend your valuable time on providing content that your customers are looking for.

As a business you provide a solution and reasons why your solution works. Seth Godin (bestselling author, entrepreneur and agent of change) said in a recent interview ”… what works is helping people market to each other and getting out of the way.” He goes on to elaborate “Make it easy for consumers to spread the ideavirus by providing a multitude of tell-a-friend tools, as well as overt rewards for spreading the word.”

Focus your email/newsletter content on describing the solutions you offer your customers – unique gift ideas, high quality and innovative furnishings, ideas for entertaining, balanced lifestyle, etc. Let your customers spread the word to their friends.

Remember this tip from Seth: “There are three things that great marketing always is. It’s anticipated, it’s personal, and it’s relevant.”

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