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I like how Heroku does Email Marketing

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I was checking my email this morning on the train and saw this email waiting for me in my inbox:

Hi jason,

You are receiving this email because we do not have a current subscriber status on you for Heroku emails.

If you would like to receive emails from Heroku about latest product updates, tips on how to improve app performance, and other news, please sign up by clicking this link. We promise not to share or sell your information with a third party, and you can unsubscribe at any time.

If you would rather not opt-in to receive Heroku emails, you do not need to take any action.  We will automatically change your status to opted-out within the next 30 days.

Cheers,
The Heroku team
I thought this was very nice. It provides a way for the customer to opt out in a convenient way. The user doesn’t have to physically opt out, they don’t have to hit the “spam” button. Perhaps they’ve already forwarded their email to spam? Heroku may be sending the email to a person who no longer sees the message. Or maybe they just hit delete without looking at it. Why waste resources to send the email to a person who doesn’t even look at it?
It’s a win for Heroku because they will end up with a higher quality list of people who are actively engaged and WANT to receive the emails.
I think more companies should do this. I don’t see the downside to this. Perhaps you do? I’d love to hear your opinions in the comments. Thanks!