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Make people work to sign up for your newsletter by requiring them to email a certain address with a "subscribe" instruction or by providing a newsletter sign-up box on your site for them to add their address to your list. Don't surprise people: If your current newsletter is about Deep Sea Fishing, and you suddenly have an urge to start up a newsletter about Wind Surfing, don't send your existing readership a copy of the new newsletter and assume they'll be interested! Instead, post a short notice in an issue of your current newsletter inviting readers to sign up for your new newsletter. Don't trick people into giving you their email address: Make it clear what people are signing up for ("A newsletter about X") and how they can unsubscribe ("Just send your email address to xyz.com and we will unsubscribe you immediately.") 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