We have a valued client, who has embraced CM wholeheartedly, and is a not-for-profit charity. They want to grow their subscription list and are planning to run a competition with an offline entry form. They initially wanted to use the details gathered from this competition to send direct (snail) mail and EDM (via CM).
I have counselled them that they need to include a check-box, with a 'I would like to be contacted via email...' opt-in to keep on the right side of the anti-spam laws.
My client has asked if they can have an opt-in by default message instead. ie. 'check here if you do NOT want to receive emails..' Effectively an opt-out.
Will this approach suffice?
For Campaign Monitor, we do require it to be opt-in, and your suggestion is the best way. However, if they could make it very clear, for example:
"By entering this competition you are agreeing to also be added to our mailing list" prominently displayed, and then having the opt-out, that would be acceptable. That way, people are aware of the fact they are giving permission.