The key behind that concept is that people don’t buy on first visit. Less than 1% of transactions occur on first contact.
So the logical solution is to establish a connection and open the door to communication.
The theory is sound. The implementation is where the garbage truck rolls in.
For starters, the emails shouldn’t be low quality, though they usually are. The emails should be of the sort that you’d miss them if they stopped arriving.
Most people suck at marketing, marketers included. 20+ years after Seth Godin wrote permission marketing, most people still don’t get it.
Nice article. :)