Celebrate and explicitly confirm the details of your email program on the confirmation page and in the welcome message. It's never safe to think that anyone will read it just because it's on the page, in the footer or a click away in the privacy policy.

Be sure to repeat the details several times in simple, clear language. "Welcome! You're a successful business owner, so we'll be emailing you business management ideas and case studies from leading experts every week. Want other business growth ideas? Sign up here."

For example, Pfaltzgraff does a great job on their email registration confirmation page. The offer is repeated, along with specific privacy assurances.

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