Not every e-mail needs to be a sales pitch. In fact, if every e-mail you send is a sales pitch, pretty soon your e-mails will be deleted without being opened, and you’ll find yourself with a shorter e-mail list every day as recipients scramble to unsubscribe. People who communicate with you through e-mail, whether friends or business associates, want to keep in touch. If they’ve signed up through your website, they’re agreeing to let you communicate with them, to share information of interest to them…in exchange for the possibility of developing a relationship…a business relationship between friends.

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