People are protective over their email address. In order for someone to invite you into their inbox, you need to offer them something in return. You may have heard this referred to as a freebie or opt-in. promotions (1) Nice article and good at reminding people to look at the bigger picture when building a list. I have a tendency to see something cool and slap my units together with no real strategy. For example, a link from Wikipedia on a specific topic can be relevant for any type of site. On the other hand, a link from SEJ will be more beneficial for a site in SEO or digital marketing. Free Publishing Advice The simple truth is that people react poorly to emails that come out of nowhere. In a best case scenario, they simply unsubscribe; it’s more likely that they will mark your message as spam (because that’s what it is) or take further action by reporting you to the Federal Trade Commission (FTC), your local or state bar associations, and/or other relevant authorities. 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