The unsubscribe button, that is.

That’s because this is the time of year when my email inbox is filled with special offers and donation requests from people and organizations I have not heard from all year (maybe ever).

It’s a good reminder and opportunity to remove myself from lots of mailing lists.

Here’s the thing: once a year is not enough to make a connection with people, especially if you want them to buy from or donate to you.

Relationships take time.

If the only time I hear from you is when you want something, there’s a good chance I’m not listening.