Make Customers, Not Spam

[regic]

...how to build healthy relationships with your email marketing recipients.

Why do recipients report some email as spam, and not other email? It's not just whether the email is unwanted or if it's commercial. 

The key is the relationship...

... you can take steps to build your relationship with your recipients so they don't report your email as spam.

1. Build a relationship by asking subscribers to confirm their subscriptions....
2. Manage expectations...
3.  Make your identity clear in the inbox...
4.  Notice when you've lost their interest...

full article: http://www.imediaconnection.com/content/7581.asp

[valleygirl]

Many marketers make opting into their email lists too easy -- making the subscribe box pre-checked during checkout

Never do that.  You will get tons of spam complaints.