Word to the Wise: Consent vs Content

I saw a great quote from Laura Atkins today from the Word to the Wise blog and I just had to share it:

I’m not knocking consent. Consent is great. Every bulk mailer should only be sending mail to people who have asked or agreed to receive that mail.

But if your focus is on delivery and getting mail to the recipient’s inbox and getting the recipient to react to that mail then you can’t just fall back on consent. You have to send them mail that they expect. You have to send them mail that they like. You have to send them mail they will open, read and interact with.…read on