I just received johnson banks’ quarterly newsletter. This is the first paragraph:
This is the autumn edition of johnson banks did this, heavily skewed to a project that’s taken up most of our year so far. If our electronic epistle arrived by mistake, just unsubscribe and our apologies for the intrusion. Alternatively, if you enjoyed it, please feel free to forward it to others who might be interested or want to subscribe.
The message is: we actually care if you want to receive this note. If you do, that’s great. We are happy. And if you don’t, we care, because we’re not interested in bothering you.
It’s amazing how, more than 20 years after the “SPAM” was first used to refer to junk email, actually caring rather than just acting like you care is still all it takes to truly stand out.