There are three pieces of information you need to know in order for the point of this article makes some sense.

1. I send out a free newsletter with fresh content each month. It contains useful information on how entrepreneurs and small business owners can build their businesses. I don't feature advertising and I use the same Martin Povey profile I use on this website. I offer (in bold type) recipients the opportunity to unsubscribe.
2. My mailing list features many different types of businesses and includes real estate agents.
3. About a year ago, my wife and I moved to where we now live and based on a number of factors decided to lease until we were sure that we wanted to stay. We recently decided that we would stay here and are now in the market to buy a house.

In the past two months I've received unsubscribe requests from six people (which is about usual) four of them from real estate agents. There are some 170 agents serving this community of 60,000 people so the market is probably over served and every realtor needs to be "on their game" 24/7.

We all get junk e-mails, or, e-mails that we have no interest in. I don't even know where 75% of the stuff I receive comes from and how I got on their list. I don't want or need phony Rolex watches, Viagra or want to play on-line poker so I try to unsubscribe from these where I can.

However, if I feel that the sender, regardless of where they're located or how they got my e-mail address, may be a potential prospect or customer at some time I never unsubscribe even if I have no interest in what they're telling or selling me,

I simply delete the e-mail. Why risk alienating and losing a potential client when I can just hit delete!

The fact that four real estate agents chose to unsubscribe from my newsletter when I happen to be in the market for a house, doesn't upset me personally one bit.

What does upset me is that in such a competitive Real Estate environment four agents were silly and shortsighted enough to alienate me at a time when they could well have had my business. My e-mail and telephone number are obviously local and in their marketplace. Why on earth would I now choose to do business with any of these four agents? All they had to do is hit delete!

So, my point is that I know we're all sick of the amount of junk mail we receive but before you unsubscribe take a second, and think through whether or not you may be alienating a potential customer and if in doubt - just wipe it out.

Hit delete.