List building: 10 ways to get customers to opt in to your email marketing

Are you making a list and checking it twice?

You should be, because list building is about quality more so than quantity. In fact, you should be thinking of  opt-outs as positives, not negatives. They keep you from annoying people (which helps you avoid or decrease detractors), and they raise your open rate.  (According to Lyris, open rates are about 15 percent.)