When it comes to getting permission from your subscribers, there are many ways and places it can happen. The most important thing to remember is that all subscribers on your list must take some type of action to indicate they would like to receive email communications from your company. As long as your sign-up is clearly defined and subscribers can easily understand what they will receive and when, a single opt-in will do the job. A single opt-in occurs when users provide their email address and are then automatically entered as new subscribers. No verification or second step is required of the subscribers during a single opt-in process. The best way to follow up with this type of opt-in is to send an immediate welcome message. (See Truth 43 for more on welcome messages.) This alerts you to bad addresses and gives the recipients a chance to see your email program in action while they still have your company on their mind.