Opt-In Forms Give More Responsive Subscribers

From MarketingSherpa regarding Bell Canada’s 2 million subscriber email list: (drool!)

Names from opt-in forms tend to have the highest response rates, which makes sense because they are Internet-savvy consumers who have proactively sought the form out

and

Your so-called inactives file will respond if you make an occasional effort to send them something truly unusual. Routine re-activation campaigns are well worth the work!

Full article on MarketingSherpa site.