Email marketing has certainly emerged as one of the most cost effective ways to keep in touch with both customers and prospective customers. It is also a great avenue for extending brand recognition and emails should be carefully designed, written, and strategically sent. Yet, bounced and unopened emails can result in a waste of time and resources for a campaign. While there is no perfect solution, it certainly pays to develop and maintain your emailing list through creative integrated third party opt-in lists that can be placed on your site and marketed to your target audience. Although convincing people to give you their email address can be one of the most creatively exhausting components of a campaign, it often proves to be quicker and more efficient than other methods of communication. In addition, email can result in higher return of responses and click-throughs and it is easily tracked and measured. Opt in lists serve as a powerful access tool to your client base and as a way to support your branding efforts.