Spamming strangers doesn't work. Spamming friends doesn't work so well either, but it's certainly better than spamming strangers. –Seth Godin.

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I used to work in telecom. Our company was notorious for pushing out millions (really) of promotions to customers every month in the form of bulk mail. Needless to say, it was not my most popular gig as evidenced by the multiple times I was cornered at a party so someone could rip into me about how much they hated getting the latest 'Call Forwarding' mailer. I saw firsthand the waste, the nuisance and irritation we caused our customers, just with the bulk mailings sitting in their mailboxes.

The moment customers had a telecom alternative they fled in droves and I am convinced that this tired and staid marketing effort of the late 90’s left a negative and indelible mark in the minds of consumers. If you send them something they don’t want, they want the power to say NO THANK YOU, any time, anywhere and when they choose.

SpaBoom’s email marketing tool is designed for spas as an extremely powerful way to communicate your message to prized clients and potential customers. It must be used wisely and with care to get the results you need.

In the new world it is less appropriate to think about how big your list is and much more appropriate to think about how much of your list is active. That is, how many people are acknowledging your messages by opening or clicking through? And, if they are not anticipating, opening and reading your messages, what good does a big list do? –Bill Nussey, Inc.com

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For that reason, SpaBoom ardently sides with the new world, CAN-SPAM act, with a double opt-in policy. Once a person requests your communication and verifies that it is indeed their email address, the relationship can begin.

There are so many good reasons to double opt-in but the most important is that it puts the power where it should be, in the hands of your clients. To send mailings to people who do not want them does not help you immediately and it diminishes your brand long term.