Andy Sernovitz publishes a great blog; the aptly named the "Damn, I Wish I'd Thought of That" blog. I urge everyone to check to out.
A recent post about "fighting for every unsubscribe" sparked a few thoughts about email marketing. The post puts the spotlight on the t-shirt site Busted Tees, who responds to those looking to unsubscribe with a lighthearted attempt at saving the relationship.
Although it's witty, the Busted Tees approach personifies a misguided strategy of asking for forgiveness instead of asking for permission. I think businesses would be much better served by trying to "earn every subscribe" rather than fight to keep something they didn't earn in the first place.
Sure, earning attention requires a more thoughtful approach to communicating, which, if I'm not mistaken, is the whole point.
A quick thought on a more thoughtful approach. If the latest round of advertising is the first thing a business considers sending customers who have made recent purchases, then they should reconsider their approach.