Once again I was added to another mailing list because “at some point our paths have crossed.” I promptly unsubscribed.
Yes, I can use a different email address on my business cards, have a VA check that list, come up with multiple formats of cards with and without email, etc. But why should I have to do all that?! Here’s the key lesson: Just because you have my business card does not mean that I’m even in the market for what you sell.
I once had a sales guy I know pretty well tell me that’s what the point of networking and meeting people is… to get their cards, add them to his list, and then they get to learn more about him. My point? No it’s not. It’s about building relationships and honest connecting.
Here’s a better way: You want me to subscribe to your email marketing list? Send me a personal invitation from you telling me where we met and suggesting why, based on our conversation, I might be interested in what you share via email. Include a link to where I can sign up and let me decide for myself. Otherwise, when you’ve added me to your list simply because we crossed paths, you’ve alienated me before I even get a chance to know you and there’s almost nothing you can do at that point to make me want to connect with you. As author Scott Stratten of UnMarketing commented on my Facebook rant about this very topic today: “People need to have opt-in newsletters, not opt-out.”