Any time you begin accumulating knowledge about a new subject, you will be expected to have a working knowledge of the terms used. For example, you would be wise to consider developing your own in-house email list. In an example about email marketing, it is important since you can generate significant revenue for years with list marketing. There is a lot to know about email marketing, for example, so you can proceed from a position of basic understanding. List marketing demands that you know about more than one area related to marketing.
It is common to cross-over into other marketing areas, and that is the case with the phrase, above the fold. The term, above the fold, does matter to email marketers, and it is simply the top part of a site as you look at it without doing any scrolling. In almost all cases you want your optin box for gaining subscribers to be in that area. You will have to place it there if you have a static site, and blogs have a default setting so it is up there and in the best place. This is all about keeping the box in the minds of people because they can see it a lot easier. PPC advertisers have learned that Google does not want to see the optin box that high up on the page. The safest route so many list marketers prefer to take is the double opt-in, or sometimes called the confirmed opt-in subscription. In this process, you are gaining permission to send commercial emails plus the person is verifying that permission given to you. Yes, there is an additional step involved, and there is one possible compelling reason to do it. Sometimes a person will forget they have subscribed, or maybe they may have an ax to grind, and they accuse you of spamming them. All that does is cause trouble for you, the list owner, because you have to prove your innocence. If the person had to double opt-in to get on your list, then your autoresponder service will have a record of that.
There is something that you will not come across that many times. But, is all a part of email marketing and you should be aware of it. If a marketer creates a list, then that marketer has a house list. Of course it is usually permission-based unless the person is a spammer and obtains the addresses illegally. Then, that would be the house list of the spammer. So, the term is still needed. So, produce your own house list. If you are new to email marketing, we recommend you avoid getting paranoid about the false accusation of spamming that can occur with a subscriber. We have no statistics or any kind of data on how prevalent that is in the industry. But it is something we hear about very infrequently, and we feel it is not worth worrying about. Nevertheless, you should go with which ever option makes you feel most comfortable.
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