Stop adding me to your email list without asking
Two things that automatically torpedo my loyalty to your company:
Automatically subscribing me to your email list when I purchase something without asking me for my consent
Receiving three or more emails in the first week
When I bought a gift card for my college student son, within a few hours I started receiving marketing emails. I didn’t sign up and I didn’t give consent. It drives me crazy.
I NEVER automatically add people (existing or potential clients) to my email list.
If I purchase something, I am agreeing to a transaction: my money in exchange for your item or service. I have not signed up to be part of your marketing promotions. If I want to purchase something again, I’ll return to your website. Companies that automatically subscribe customers to email blasts are abusing trust. It feels sneaky, disrespectful, and lazy.
Marketing email I received immediately after purchasing a gift card
When I joined some entrepreneur networks years ago, I realized I am highly unusual. Entrepreneurs (for example, life or other coaches) are advised to send constant emails. It’s called an “email funnel,” and it targets us as potential customers. When I raised the subject in an entrepreneurial Facebook group, most of the people disagreed with me. Just one more reason I don’t fit in with the life coach crowd!
Perhaps it’s my corporate background…but one email a week is more than enough. Most of what I get in marketing funnels is promotions, not high-quality, helpful content. But even if I love your content, if you send me more than two I will probably unsubscribe!
Why unsolicited email marketing is unfair:
Consent matters. Email marketing should always be opt in. If you want my attention, ask me.
It punishes customers. We should not have to look for unsubscribe links every time we make a purchase.
It cheapens relationships. Instead of treating my purchase as the end of a fair transaction, some companies treat it as the start of a “lead generation trap.” They see me not as a customer, but as a potential sales target, sending me constant promotions. I buy one thing, and suddenly I’m caught in their sales net.
One of SEVERAL emails I received after getting my receipt emailed. I have attempted to unsubscribe multiple times.
How to do it right:
Respectful marketers know email etiquette:
Make it voluntary. Give customers the option to join a mailing list, with a clear checkbox at checkout.
Be transparent. Let people know what they are signing up for and how often they will hear from you.
Deliver value. Do not spam people with generic promotions. Share useful updates, exclusive offers, or insider content.
Make unsubscribing easy. Include a visible unsubscribe link in every email that works immediately.
What the law says
It is not just etiquette; it is the law in some countries.
In the United States, the CAN-SPAM Act requires businesses to avoid deceptive subject lines, include a physical mailing address, and provide a clear way to opt out. The law does not require explicit opt-in, but it does make it illegal to keep emailing someone who unsubscribes.
In the European Union, the GDPR and ePrivacy Directive set a much higher standard. Companies must obtain explicit consent before sending marketing emails. Prechecked boxes or “automatic opt-ins” are not compliant.
Many countries are now following a GDPR-like model and moving toward stricter consent requirements.
Don’t risk losing my loyalty by automatically subscribing me or sending
me too many emails
I unsubscribe. I report spam. And often, I hesitate to shop with you again if you treat my email address like free property.
And then there’s the constant marketing emails from “coaches”—too many to count! Completely unsolicited.
If you want my long-term loyalty, the solution is simple: earn the right to be in my inbox. Do not take it.
Let’s make your message the one they remember. Fertile Ground Communications transforms complex ideas into clear, compelling messages that capture attention and inspire action. Whether you’re a small business, public agency, or nonprofit, we help your voice break through the clutter and connect authentically with your audience.
