Don't turn your customers into targets
Credibility from outside in

Beat subscription risk

No one ever asks for more email. They may be anxious to know about your next sale or what new products are arriving, but they will never subscribe unless you make it clear that it's the only way to find out. Michael Katz of Blue Penguin Development recently explained it well.

E-Newsletter On E-Newsletters: Kick Open Your Front Door, 2009-Aug-21, by Michael Katz:

Nobody in 2009 is looking for more stuff to subscribe to… you need to convince them. ... A sales page is a single page, somewhere on your web site, whose sole function is to convince people to take the plunge. (Here's the one I use.)