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Giving people a useful and enticing incentive to opt in will be very useful. Special services or discounts and similar offers are prime examples of a good incentive to opt in to your email marketing. Another effective way to get more opt- ins is when you make offer that are exclusive to people that have opted in. This is a good way to ensure that recipients will check the latest email you send, which in turn will increase the possibility of making a sale or getting a new customer.