Email Marketing and the Concept of Prior Value

I learned a new term today from Stephanie Miller of Return Path.  Prior Value.  I can’t remember the exact stat, but the basic premise from her research is that the top reason given for a subscriber engaging with an email was “Prior Value”.  The value I felt I got from your previous email.   Brilliant.   Waste my time I ignore you.   Provide specific value to me…duh….I engage.

Prior Value…wish it was in my book.