Something I have been asked about lately is opt-in emails.  There seems to be a battle between what is the best marketing practice. I will be first to admit that opt-in is always best, but for a new or growing company, building an opt-in list can be a difficult and lengthy process.

First things first, here is Wikipedia’s definition of Opt-in email:

Opt in e-mail is a term used when someone is given the option to receive “bulk” e-mail, that is, e-mail that is sent to many people at the same time. Typically, this is some sort of mailing list, newsletter, or advertising. Obtaining permission before sending e-mail is critical because without it, the e-mail is Unsolicited Bulk Email, better known as spam.
There are several common forms of opt-in e-mail:
Unconfirmed opt-in
A new subscriber first gives his/her address to the list software (for instance, on a Web page), but no steps are taken to make sure that this address actually belongs to the person. This can cause e-mail from the mailing list to be considered spam because simple typos of the email address can cause the email to be sent to someone else. Malicious subscriptions are also possible, as are subscriptions that are due to spammers forging email addresses that are sent to the e-mail address used to subscribe to the mailing list.
Confirmed opt-in (COI)
A new subscriber asks to be subscribed to the mailing list, but unlike unconfirmed opt-in, a confirmation e-mail is sent to verify it was really them. Many believe the person must not be added to the mailing list unless an explicit step is taken, such as clicking a special web link or sending back a reply e-mail. This ensures that no person can subscribe someone else out of malice or error. Mail system administrators and non-spam mailing list operators refer to this as confirmed subscription or closed-loop opt-in.

I want you to repeat after me, “I cannot buy and opt-in list.” For an email list to be truly opt-in, the subscriber needs to have signed-up to receive communication from you. If a company is selling an opt-in list, they are selling the names and emails of someone who has agreed to receive emails from affiliates. (We have all signed up for these when ordering a magazine or joining a new website) Many recipients on these “opt-in” lists still consider these affiliate messages to be SPAM.

Some marketers think that they can only email opt-in lists to avoid being a SPAMer. When actually, you just have to include a way for recipients to opt out. There are a few other rules you can read about on the Federal Trade Commission’s website, but currently there is no requirement for the opt-ins. If you are emailing internationally, be aware that each country has different laws for email marketing. Some countries in Europe have much stricter laws than in the US.

Really the best way to avoid being a SPAMer is to deliver relevant content to those you are emailing. Highly targeted and segmented campaigns with compelling content that speaks to the audience and their pain points.  We have found that after we deliver new content to our prospects, they sign up for continued communication.
If you are looking to expand your opt-in list, check out Vertical Response’s Umpteen Ways to Build Your Email List.