The foundations of any strong relationship is built on trust. Businesses serious about organically developing a strong customer base understand email is built on trust. Value is given over and over through emails. The kind of value that helps another person get better without ever having to pay for your services. After they read your email their life is enriched, challenged, and spirit lifted. Over time, this consistently builds trust. It leads you to become a true authority in the marketplace. Trust is the most valuable currency you can get from email marketing. If you can obtain your customers trust, they will think of you first when they buy. And when it’s time to run a campaign your loyal customer email database will happily reward you with purchases. The customer who has given you their email address is the first person you should consider selling to. You are not going to spam them but slowly build up trust overtime. So, when it is time to invite them to purchase your product or service, they will be more likely to buy from you.