As an email marketer, it’s easy to be narcissistic, sending out self-serving emails rather than subscriber-centric ones. But as it’s Halloween this week, I think it’s a good time to ask yourself if your emails are a trick or a treat. Because, like the kids showing up expectantly at your door, everyone would rather get the treat.

Emails that trick

Your emails are a trick if they are—as mentioned above—self-serving, all about what you want to sell and not about what your subscribers or customers might need/want to buy. They’re a trick if they show up too often. They’re also a trick if you’re using shady “opt in” techniques, adding people to your list without getting an actual opt in. Then they’re a trick because your emails are showing up in the inboxes of people who didn’t even ask for them.

Emails that treat

Your emails are a treat if they are subscriber-centric, moving the emphasis off of what you want to sell and on to what they want to get, to offer useful information anticipated by your audience. They are a really nice treat if they’re targeted and relevant, using segmented lists and other advanced email techniques to make sure you’re doing right message/right time marketing.

Put yourself in your subscriber’s shoes

Put yourself in your subscriber’s shoes for just a few minutes and look at your email program objectively. Look at the From name, subject line, Preview Pane, preheader text, body, call to action, design, the works. And ask yourself, would you want to get emails from your business? Would you want to get them as often—or infrequently—as you do? Would you be intrigued/engaged enough to open emails from your company?

Act like you’re doing this in person

This isn’t just about being nice by handing out treats. There are multiple benefits to this approach beyond making subscribers happy, because any time people want to get your emails, you win in multiple ways, from better engagement to more sales to improved deliverability. But even if there weren’t, remember that I am of the “just act like a decent human being” school of thought, meaning I think you should be putting the subscriber first no matter what. Just because you have the anonymity of email doesn’t mean you should act any differently than you would if you were addressing that person in person.

Maybe this week, in addition to handing out candy to kids in costumes on Friday night, you could hand out a little candy to the folks on your email list too, offering them email that’s a treat, not a trick.

About the Author: Scott Hardigree is Founder of Email Industries (the folks behind Indiemark, BlackBox and Email Critic). Connect him everywhere, here.