We all want to arrive at that perfect email marketing list where click through rates exceed 10 percent and opt-outs rarely happen. But getting there is easier said than done, and a lot of factors affect the success of your email.

For example, your email’s content, timing, call to action, offer, and look and feel all play a role in determining how successful it will be. The quality of the list you are sending to is equally important. If your list isn’t built the right way, then your marketing emails will feel spammy to recipients and decrease your effectiveness.

Think about the many emails you get in your inbox each day. According to a recent report, the average business user receives 100 emails daily, of which 16 are considered spam (or unwanted, unsolicited email).

So how do you avoid your recipients designating your emails as spam? You build your list through opt-ins and subscribers.

Personally, I receive several emails each day I would classify as spam — if I hadn’t subscribed to them. But since I initially found value in what the blogger, company or email list originally offered, I pay attention. Maybe I don’t read them all every day, but I browse often enough to be considered a regular reader who frequently consumes the content offered.

Compare these opt-ins to emails sent by companies that bought my email address and started spamming me. I may still open the email, or even click through, but I’m immediately skeptical and a lot harder to convince. At that point, I’m still deciding whether I want to pay attention to what they’re offering so my interest is low. I also recognize their only motive is to sell me something, which is generally a turn off.

Proper list building is essential to get your message in the hands of interested prospects. We’ve previously discussed on this blog ways to do that through content marketing, and the formula holds true. Offer up quality content your target audience is looking for, establishing your company as an industry leader and trusted adviser. In a two-fold effort, content marketing also helps improve search engine optimization, which remains the top way for potential prospects to find your content.

Take the time and effort to build your list the right way — no matter how tempting it is to just purchase contact information — and you will notice huge improvements in the response to your email marketing.