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OPT-IN

Of course, the best mailing depends on the quality of the addresses you use. And what better addresses are there, than the one that has explicitly asked you to be kept informed of your activities? 

So we recommend you to put a mail-grabber on your website right away. It's a little form in which the interested visitor can leave you his e-mail address, and asks you to inform him each time you have something new to tell. 

That is the basics of opt-in marketing: you send your information to the ones that have asked you to. 

Another hint? Put a mail-a-friend form on your site too. No only will your visitor refer your site to another interested person of his knowledge (sure, you are aware of the value of referals), but you get a blind copy of that message, containing two more addresses of people interested in your products or services.

OPT-OUT

This is quite the opposite of opt-in. You send your mailing to any address you can lay your hands on, and you give them the opportunity to unsubscribe from your mailing-list if they are not interested. Not quite as polite as opt-in, and surely not as effective by a long shot. But if you don't have enough addresses, it could be a solution.

The inconvenience with this kind of mailing is, that your address-administration will become a lot heavier. You really need to scratch all those unsubscribers from your list, because if you send them another mail after unsubscription, you can rely on it that some of them will be furious. 

Beware though. In some countries there is a law against this kind of mass-mailing. And in any way, it is a less sympathetic way to contact people. So if you can, always go for opt-in.

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