There’s a gradient of access your customers grant you – at least the clued-in ones and the ones worth caring about.
This access includes all the ways you can contact them – from most casual to more intimate. Just like in real life, the goal is get laid without feeling used in the morning.
| Commitment Level | Action | What it Means |
| Low | Visiting Your Website | “You’re kinda hot.” (Seth says “Getting traffic is like getting a date.”) |
| Mild | Adding your RSS feed to a newsreader | “Let’s go out for a while.” |
| Medium | Searching Google/Technorati for you | “What are you really like?” |
| High | Giving you a non-gmail email address | “Let’s get it on.” |
| Severe | Your email is flagged as spam | “We’re breaking up.” |
Email is the most intimate level of access your customers can digitally grant you. It should be treated as such.
