Attention, online marketers. Do your part and adhere to these rules.
1. Send e-mail only to those who have “opted-in” to receive it. Ideally you should use “confirmed” opt-in, in which a confirmation message must be sent to the recipient, who in turn must reply to the message for the opt-in to take effect. Avoid “opt-out,” which forces the recipient to receive messages until he says no. The widespread practice of opt-out appears to actually discourage e-commerce, according to past surveys, which found that many surfers have gave false information when filling out online forms.