OPT-in is NOT an OPTion - First of all...
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First of all, an opt-in mailing list is the cornerstone to success online. Without one, all that time spent tweaking a site for search engine friendliness, is pretty much for naught. You may be an expert at getting traffic to your site. But unless you have a way to bring those visitors back to your site repeatedly, the prospect is lost the first time they leave.
Imagine for a moment that you are single and looking for a life partner. For the last half hour you've been speaking with the most attractive, witty and intelligent person you have ever met. Your heart is thumping loudly and that person is likewise indicating their interest in you. Unfortunately, it's time for them to be on their way.
What do you do? Do you simply say "I enjoyed talking to you" and watch them walk away? Or do you say that you'd like to stay in touch and ask for their telephone number?
Only the second scenario allows the opportunity to build that relationship. As these things sometimes go, you may call a few times, and it turns out not to be such a perfect match. With someone else, you could be on your way to the happiest relationship you'll ever enjoy. However, you'll never know unless you ask for that number.
Email marketing works on much the same principle. If you don't collect email addresses, a visitor comes to your site, takes a look around and in most cases leaves and never comes back. You have no way of bringing them back, because without a list, you have no way to tell them about new products on your site. A trusting, friendly relationship will never develop and they'll never be 'the one' who buys what you're selling.
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