MESH Interactive Agency Blog

#69: You Get What You Give: Reciprocity

“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.

Bill Schick

As Founder and Chief Digital Officer, Bill brings insatiable curiosity, classic style, a love of loud guitars, and deep affection for his Maine Coon to our team.