Playing by the Rules

The definition of what constitutes permission or opt-in e-mail is still vague. An opt-in list usually involves subscribers affirmatively registering for e-mail messages, whether on a Web registration form or on the phone. An opt-out list usually involves a list owner sending a message asking customers who do not wish to receive commercial e-mail messages to respond. A double opt-in list follows up a Web registration by sending an e-mail to the registration address confirming the opt in by requiring that the subscribers respond to confirm that they wish to stay on the list.