Assumptions are just bad practice.
Piggy-backing on a post that @chrisbrogan made yesterday, I’ve long held the opinion that why would you want to email someone who doesn’t specifically want that email.
Agreeing with Chris, I guess lots of companies do have the ‘legal’ right to email to me after I’ve submitted a form, or taken a webinar with them. But, that doesn’t mean that I WANT anything more from that company.
This goes back to real truth that companies have to realize, no one gives a shit about your company except your company (obviously this is a very broad swipe, but for the most part true). So when I download a PDF from you, I ONLY want that. If I want to hear from you, then I’ll contact you. I know where you are, and I know that you do great work.
I suggest one of two options: opt the person in and segment them into an engagement series, sort of like a welcome series. This would help me at least get an idea of whether I want to continue or not, rather that just putting me into the main opted-in mailing list. Which, FYI, I did not opt-into.
Or, give them a opt-out function on the form fill. Whenever I design forms or landing pages I go out of my way to let the user know that they won’t, or at least have the option to not be added to the house mailing list.
What about ROI? Well, what’s worse for ROI? Sending emails to those who don’t want it and risking more SPAM complaints, or sending to fewer, more engaged recipients?
Like the old adage goes, assuming makes an ass out of you and me. In this case, more so you though.
