Permission Terminology: All quality email services are permission-based. They strictly insist that all of their clients have lists that contain only contacts that gave their permission to receive email. Such strict enforcement can convince email delivery companies (like Yahoo, Hotmail, Verizon, Comcast, AOL, Earthlink, etc) that they do not send unwanted email (spam). Because they can give that assurance, any email sent from the four companies in this review are widely white listed; that means the chances of your email being rejected for delivery are greatly reduced.

However, the four companies differ in the way that they insist on your contacts giving you permission to send them email. Aweber's insistence is the strictest as they require everyone on your list to "double opt-in." This contributes to Aweber's reputation for highest deliverability rates.

So let's clarify "double opt-in" and related terms.

• Opt-in, or subscribe - - [verb] To choose to receive email communications from a particular person, company, or organization. When a person does opt-in, they give their permission to receive such communications. Opting-in to receiving email is a specific permission, different from simply purchasing a product from that same person or company.


• Single Opt-in - - [noun] A single opt-in list is created by (1) inviting visitors to subscribe to an email list, perhaps from a sign-up form on a blog or web site, and (2) sending an immediate message to that visitor acknowledging the subscription, reviewing the nature of the subscription, and providing an immediate way of unsubscribing should the contact choose to do so.


• Double Opt-in, or confirmed opt-in - - [noun] A stricter method of ensuring that contacts on a list have given permission. It creates an extra step in the sign up process. Specifically, it means that when a contact's name is added to your list, the contact is automatically sent an email that asks her to click a link in the email confirming that she really wants to be on your list. Again, it requires a second action by the prospective contact. Common wisdom says that fewer people will take this extra step. Research validates that as many as 40% do not continue to this extra step. (There are ways to write the messages in the sign up process to increase final confirmation.)

  Just as many marketers shy away from using the double opt-in for fear of a diminished number of sign ups, an increasing number are using it because they know it ensures a more loyal list of readers, and guarantees better deliverability. As the public grows ever more weary of spam, it also grows in its acceptance of the double opt-in process.

All four services in this review support the use of double opt-in. However, only Aweber requires it for every contact. Mail chimp requires it for sign ups from your forms.

Also, all four services allow you to manually add names to your list or import a list of names to your list with the understanding that these are individuals who have specifically indicated to you that they would like to receive your emails. The ability to add and remove names to your autoresponder manually is vital. Often, people will contact you without going through your autoresponder. These people need to be put on the autoresponder's mailing list.

In the case of Aweber, however, you can only import a list of names if:

1. That list was created on another service where you chose to use the double opt-in method for every name and you can prove it. In that case, an Aweber customer service rep will step you through the process. Otherwise,


2. You must use their program to send your list a request to re-confirm their interest in receiving email from you. Aweber provides advice on the best way to do this.

In the case of the services that allow you to use a single opt-in process, you must ³sign² (click or initial) a statement swearing that the names you are entering have requested to receive email from you. None of the services allow you to load contacts or lists of contacts unless you have personally been given permission to put them on your email list. So that means --

• No contacts from a purchased list.
• No contacts from someone else's list.
• No contacts from a list you have put together by scraping together email addresses from web sites and the CC on emails received from others.
• No contacts from your own customer list if you haven't communicated with them for 6 months.

Perhaps you can see why it is critical to create your own list. As many would say, if you do not have your own list, you do not have a business at all. In the beginning of internet marketing, you might earn an affiliate commission by attracting people to the squeeze page of other internet marketers (Mike Dillard, the Renengade University, Charlie Page, the 90 Day Marketer, and others). However, the prospects that you have attracted did not sign up on your list, they signed up on someone else¹s list. In order to add them to your list, you will have to send them an invitation to sign up in a personal email.

This is why the wise marketer will first attract prospects to her own list, and then direct them to affiliate sign up forms.