Thoughts

Make it easy for people to unsubscribe!
- I got a mailer for Lacoste at work and wanted to unsubscribe, and it took me 30+ mins.

...

Don't send people emails without a huge value-add!
- I get way too many emails from companies that are telling me stuff that I don't care about, even if I like their products, and I end up just labeling the emails as spam.
  - Examples
    - Make Magazine / Maker Faire
- You need to set up clear guidelines that make it clear what is a big value-add and what isn't, and how often you should email cold leads.

Tools