When building an online marketing database, best practices dictate that anyone added to your list must “opt in”. They give their permission to receive communication from you. If you are marketing ethically, in return you oblige by providing valuable, useful information. But once they’re in, be sure they know how to get out. Circumstances change, needs and markets change. You need to respect that someone may not want to hear from you any longer.

If a contact asks to opt out – for any reason, respect the request. Let them out. In the long run, it earns respect – and you can’t buy that anywhere.