Getting your customers permission to communicate with them is one of the keys to success in todays online world. In addition to being a legal requirement to get them to opt-in to receive your marketing communications, it is also best practice. Sending the same monthly email newsletter to all of your customers is not the best way to engage with them.
Amongst the clutter of their Inbox, your email message may also be perceived as "spam" - an unsolicited commercial e-mail messages that hasn't been requested. Relevance is the best way to ensure your message is read and that it builds a positive relationship between you and your customer, which can be achieved by offering an alerts and notification service.
It is increasingly important to ensure that your customers have opted in to receive marketing messages from you and that you give them the opportunity to unsubscribe or amend their preferences with every communication you send.
Let your customers set their own preferences, whether that's around delivery, interests or how they want to be communicated to.