Even if you don't yet regularly communicate with your existing prospects via an e-mail newsletter or similar electronic means, it pays to have each new sales lead give his or her permission for any such future communication.

When and if you do embark on an e-mail newsletter strategy, you'll find it much more difficult to have prospects "opt in" after the fact than if you had asked the question at their initial contact. (In addition, a larger initial pool of opt-in names on Day One means a better return on your newsletter investment.)

Keep in mind that you should ask the opt-in question of every contact who enters into a dialogue with your company, not just those who enter the sales pipeline via your Web site. Trade show leads, seminar attendees, and prospects who respond to direct mail, print ads, e-mail, banner or newsletter ads should all be presented with an opportunity to receive future communication from you via e-mail.

To maximize the percentage of prospects who choose to opt in, follow these simple guidelines:

1. Stress that, having checked the appropriate box, the prospect can unsubscribe at any time and that you will not share his or her e-mail address with any other company.

2. Since news about your product line or Web site alone will have limited appeal, increase the value of future e-mails (and your opt-in rate) by promising other information of interest to your target audience - for example, industry trends, case studies, strategies, tips and techniques.

3. Make your offer specific and tangible. Referring to an e-mail newsletter by name ("the Acme.com Monthly Update") and mentioning regular features/columns ("Tips & Tricks," "Customer Case Studies," "From the CTO's desk," etc.) will increase your opt-in rate substantially compared to vague promises of future information.

4. Increase the perceived value of future e-mails by giving them an air of exclusivity using phrases like "... be the first to learn about ..."

5. If possible, give prospects the opportunity to receive customized e-mail content according to the profile data they provide - for example, their type of business, job function, areas of interest, etc.