I've been compiling some information on Best Practices for the DMA Email Council, for a whitepaper they're going to release. I've included below the subscriber forms I created as examples - both good and bad as well as some tips of what to do and what not to do. Good Example 1 • If you're not going to sell/rent the data, obviously state this as a disclaimer • Include a link to the Privacy Policy • Make it as simple and as easy as possible to sign up • You can always ask for more information at a later stage Good Example 2 
• If you ask more questions- make it optional • For Opt in to receive Third Party Offers request - use an un-ticked tick box to collect permission • Explain to the subscribers what you will do with their information. Reassure them. • Only ask for information which is relevant to creating a good subscriber experience for them Bad Example 1 
• Don't use a pre-ticked tick boxes • Don't use confusing language so the subscriber is unsure whether they need to un-tick or tick the box (and thereby 'trick them' ) • Don't use a combination of pre-ticked and un-ticked boxes • Don't offer some boxes as being opt out and some as being op-tin. • Link to the Privacy Policy Bad Example 2 
• Don't ask them for information which will assist you (e.g. your market research) but will not enhance their experience. • Don't make the extra information fields a requirement. • If you're going to send the subscriber third party offers, don't hide the fact in the Terms and Conditions. Be clear and obvious about it. You'll end up with a large list - but not an active or responsive list.
Labels: Subscriber Forms
