Friction (or how to better target your email campaigns)

Seth Godin: >"Drugstore.com made two mistakes with their relationship with me. First, they bought the lie that opt out is a productive strategy. They unilaterally decided that I'd be delighted to get regular emails from them, merely because I bought some shaving cream. > >"The second mistake? They didn't bother to be selective about what they sent. >..."Find friction and embrace it, don't ignore it."