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3. Let’s Get Technical > Explain the Email List Sign-Up Process - Pg. 48

48 Part I The Se c r e t t o Em a i l M a r k e ti n g: Li st G ro wt h opt-ins. 1 In other words, the subscriber must take an action (that is, check a box) to opt-in to your email list. Passive opt-ins no longer fly. While we're neither soothsayers nor lawyers, the general consumer and regulatory trends lead us to believe similar guidelines might have legs in the U.S. and other countries soon. Ensuring that your methods not only meet any regulatory guide- lines of your industry or various governments, but also the expectations and pref- erences of your audience, is always a diligent practice. If you are unsure of what's on- or off-limits, please consult an attorney familiar with the presiding law in your area, specifically this new provision if you're in Canada. We wouldn't want you to get in trouble. Explain the Email List Sign-Up Process Chris Penn is the Director of Inbound Marketing at WhatCounts, a co-host of the Marketing Over Coffee podcast, and an active blogger at Awaken Your Superhero ( He frequency speaks on the intersection of marketing and technology. Most importantly, Penn does a lot of experimentation with email mar- keting; 2 specifically, testing out new ways to grow his list and engage his subscrib-