I remember when the video came out, the opt-in emailing was a huge deal, and he commented on the response he got to that in pretty much every interview I read from him on the subject.
I also opted-in to his mailings, partly because it was opt-in rather than opt-out, and partly because of his tone. He has some great copy for selling comedy videos, and now albums. In the email he sent out about the new audio specials, he had his usual laid back tone, but he also ended with this:
> Okay. that was exhausting. Sorry. I didn't even ask you how you are. How are you? Oh yea? Oh good. That's great. What? Oh man. That's tough. I'm sorry... Oh well that sounds like you handled it well, though. So. Yeah. Yeah. I know. I know that's... yeah. Well... Just remember, time will go by and that'll just be on the list of shit that happened to you. You'll be okay. Yeah. Huh?... Oh. Really? HE DID? Oh my GOD! hahaha!! That's CRAZY! No. no. I won't tell him you told me. Of course not. Alright well... uhuh? Oh wow. yeah. Alright well.. I really gotta go. Thanks for listening. I'm glad you're basically okay. Stay in touch.
> your friend,
> Louis C.K.
It's almost like treating your customer like a person and not just a wallet with some flesh hanging off of it helps your cause. It's a novel idea to be sure.