Email Marketing = Permission Marketing.
The term, coined by Seth Godin, means this: “Permission marketing is the privilege (not the right) of delivering anticipated, personal, and relevant messages to people who actually want to get them.”
Yet, many brands still trick people into signing up.
Here’s how you shouldn’t build your list:
1. Pre-Checked Boxes at Checkout
Automatically ticking the newsletter opt-in means people get subscribed unless they notice and actively untick it. It’s sneaky and frustrating.
2. Bundled Consent
Adding every customer to your list after a purchase without explicit consent. Just because someone bought from you doesn’t mean they want your emails.
“Even if you’re sending emails, provide value consistently instead of bombarding customers with promotions, because due to Google’s spam policies, most emails end up in the Promotions tab.”
3. Intrusive Popups
Annoying, repeated popups with misleading “close” buttons that pressure users to subscribe accidentally.
4. Hidden or Difficult Unsubscribing
Making it hard to opt out with multi-step processes or hiding unsubscribe links traps people in your emails longer than they want.
5. Friction to Unsubscribe
Asking people to email you with the subject “unsubscribe” instead of offering a simple link? That’s a no-go.
5. Shaming
Using guilt-tripping language like “No thanks, I hate saving money” to shame people into staying subscribed.
The right way? Earn trust by providing more value than you take. That’s how you build lasting relationships.
You need great copy to clearly explain what people will get from you and how it will help them achieve what they want.
People who already know you might sign up for your newsletter because they trust you, but for those new to your offering, clarity is everything.
Get inspired by creators like Peter Askew, Marc Louvian and Daniel Vassallo who have grown their audiences by consistently providing real value over the long haul.