What to Ask in the Opt-in Form

As the purpose of the actual opt-in form is to obtain the minimum of information that you will need to segment and personalize your email list, two general rules work here:

  • Don’t ask too much, and
  • Don’t ask too little.

Required opt-in fields:

  • First name
  • Last name
  • Email address

Optional fields:

  • Confirm email address (this additional box requires the subscribers to re-enter their email addresses and helps minimize invalid addresses due to input errors)
  • Secondary email address (it helps if your subscriber changes the email address; when the primary address bounces you can send a follow-up email to the secondary address)
  • Frequency (you can let the subscribers choose how often they wish to receive emails, i.e., daily, weekly, monthly)
  • Demographics (gender, age, location, etc.)
  • Interests/Preferences (topic, rock vs. jazz, etc. if applicable)
  • Format preference (HTML or Text).


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