“Email publications (also called e-zines or newsletters) offer something to the recipient,”…”This ‘giving’ establishes another key component in media and marketing relationships. If an entity wants something eventually, they should provide something first to build the relationship.
Marketers often miss this simple idea and only want to ‘take’… as in buy my crap…
Here’s the deal. When executed properly, email marketing creates symmetry between the giver and taker.” (MediaPost)