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People are lazy. Make it as easy as possible for them. Surfers hate verifying their e-mail.
They don't read... They scan their eyes over what they see on the screen reading what is quick and easy. That's why you have to use design and wording to trick them into figuring out what's going on without them having to actually read.
You also have to sound honest they don't want to waste their time. They don't want spam. so if they are lazy they won't have a opt-in email handy and won't feel like creating one.... etc..
I have no idea what type of campaign you are running..
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