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Cross-Promoting Sister Brands Safely

When a company has multiple brands it’s tempting to extend email permission from one sister brand to another to grow your lists more quickly. But it’s almost always a false assumption that all of the customers of one of your brands are or are likely to become customers of one of your other brands. It’s also a false assumption that consumers understand the relationship between sister brands—or that they care when it comes to allowing more email into their already crowded inboxes.