Opt In = A raised hand = A person who wants to hear what you have to say.
I would much rather have 10 people who have raised their hand and want to hear from me than 1,000 people that I am just sending a message to. The Seth Godin, Permission Marketing approach.
Working closely with the 10 Opt In people will be more powerful and will sell more product than the 1,000 emails that fall on deaf ears.
Build a marketing strategy around Opt In not Opt Out.