That appears to be the question of the year.
Some marketers favor opt-out.
Most state laws seem to support that practice, allowing commercial email messages to be sent as long as there is an existing business relationship. NetLine favors the most rigorous practice possible, double opt-in, but there are numerous benefits and disadvantages to all three policies. A subscriber who registers but does not confirm is not considered to have opted-in under this policy, and therefore cannot be sent commercial email messages. Email list brokers like NetCreations and YesMail use a double opt-in process to reduce spam complaints among registered subscribers. However, these lists are likely to experience higher opt-out rates and even higher spam complaints because people who subscribe on impulse, by accident, or who have been subscribed by friends immediately start receiving commercial emails without warning.