Sky News Producer and Data Directive litigation Troll Roddy Mansfield has apparently won his 3rd 'victory' against a brand - in this case John Lewis, who (soft) opted-him-in for marketing by using a pre-ticked consent box after he had registered his details with John Lewis' website.
When collecting data, many email marketers find themselves torn between the desire to collect as many email addresses as possible - pursuing an acquisition strategy and the need to gather detailed information about each new subscriber - a segmentation strategy.
Email is the cheapest way to contact customers and prospects, and new subscribers are generally the most active on email databases. So as an email marketer, your priority should be getting permission to email anyone who has expressed an interest in your product or brand.
So how and where should you ask them to subscribe?