Seth Godin, the marketing Guru, recently wrote an Email checklist.

With his special sense of humour, he presents a list of points to think about before you click on Send. Here are some guidelines related to permission marketing :

• 4. Did every person on the list really and truly opt in? Not like sort of, but really ask for it?
• 5. So that means that if I didn’t send it (the message) to them, they’d complain about not getting it?
• 6. See #5. If they wouldn’t complain, take them off (the list)!
• 8. Aside: the definition of permission marketing: Anticipated, personal and relevant messages delivered to people who actually want to get them. Nowhere does it say anything about you and your needs as a sender. Probably none of my business, but I’m just letting you know how I feel. (And how your prospects feel).
• 9. Is the email from a real person? If it is, will hitting reply get a note back to that person? (if not, change it please).
• 12. If it is a cold-call email, and I’m sure it’s welcome, and I’m sure it’s not spam, then I don’t apologize. If I need to apologize, then yes, it’s spam, and I’ll get the brand-hurt I deserve.