“Reciprocity is a proven social rule—you generally feel obligated at some level to repay what another has given you. The entire principle of content marketing is based on this: when you create utility or usefulness, there’s a connection—or an obligation—to repay you for your help. This might take the form of sharing your content, or giving you their email address.”


There are a few strategies that can help you develop content and motivate subscribers to reciprocate—and drive business. Sharing third-party resources, free trials, personalized content, free tools, and supporting valued charitable organizations are all strong strategic components you can leverage in your email campaigns.