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Ensure that you’re only sending mail to users who specifically requested it. It’s not advisable to purchase mailing lists or subscribe users by having an opt-in checkbox automatically checked on your website.
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It’s preferable to have a double/confirmed opt-in process. When users subscribe to your mailing list, send them an email asking them to click to confirm their opt-in. This will reduce the number of people who sign up from fake email addresses.
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When users subscribe for your mailing list, tell them what mail to expect, how often to expect it, and what it will look like. Set recipient expectations clearly.