By Seth Godin, pointed out to me by Chris Oakes. Here are some of the high points, but you need to read ‘em all:

Before you hit send on that next email, perhaps you should run down this list, just to be sure:

4. Did every person on the list really and truly opt in? Not like sort of, but really ask for it?

13. Am I angry? (If so, save as draft and come back to the note in one hour).

18. Is it in black type at a normal size?

32. If this is a press release, am I really sure that the recipient is going to be delighted to get it? Or am I taking advantage of the asymmetrical nature of email–free to send, expensive investment of time to read or delete?

A great, great list.