3. Increase Response Rate with Updated Privacy Policy Always place a link to your privacy policy from email you send, which is best done in a standard footer area that also contains an opt-out and other regulatory information. If you operate a website, you may already have a privacy policy describing how you collect information from visitors and what you intend to do with it.
Since email marketing almost always leads email list to collection of personally identifying information ("PII"), a published privacy policy is a must even if you don't collect anything more than an email address on your website. It's a very good idea to have your privacy policy reviewed and certified by an independent 3rd party, such as TRUSTe, to ensure you are clear in your promise to your web visitors and email subscribers.
4. Increase Response Rate by Establishing Double Opt-in While single opt-in tends to acquire more e-mail subscribers, there are a number of inherent problems that can be better handled through a secondary, double opt-in practice to confirm subscription. Here are several important reasons double opt-in is a better practice Double opt-in prevents erroneous subscriptions.