One of the major issues that is continually reappearing with owners who are using email marketing can easily be resolved. Make sure you have an opt-in or even a DOUBLE opt-in for your email list or else you may have issues with spam reports.

That's the first I've heard of "opt-in".

I know someone who sends out emails to announce events and product releases, and I'd like to mention this to him.

Could someone explain this a little more please?

Opt-in basically means that a subscriber must give you permission to email him.

When someone tells you that a mailing list is opt-in, they are telling you that the addresses on the list are there because they asked to be on the list.

There are varying levels of opt-in:

Simple opt-in is when a customer ticks a checkbox (or, more frequently, leaves a checkbox ticked) that indicates their willingness to receive messages from you.

Confirmed opt-in is when a subscriber requests to be on your list, you send them a confirming email message, and they respond to that message indicating that the original request was from them and they really want to be on your list.

Why do you care?

Addresses on confirmed opt-in lists will have a much higher delivery rate than simple opt-in lists, which in turn will have higher delivery rates than non-opt-in lists. With higher delivery rates, your messages are in front of more potential customers.

I'm a big believer in opt-ins. I don't like getting unexpected emails. I sign up for a lot of things, but I want it to be my choice.

I see now, and I think it would be critical if someone were trying to reach as many people as possible early in a business plan but they weren't using a bulk email service. I'd think there's no point sending out unwanted emails if it was going to jeapordise an email account. Just a thought...

opt-in seems like a very intelligent idea because it is actually taking your consent before sending any mail...and that way you are also sure that the content will be read and not just spammed.