Any site that asks users to register to receive benefits or use its services should have a solid strategy for opt-in practices and list management. When consumers visit your site, register and make purchases, you are collecting valuable data from them. An opt-in and list management strategy, then, is the set of rules you establish for the use of this data.

Whether this strategy is dictated by your company's values with regard to privacy or the need to monetize the data as an additional revenue stream, there are opportunities and pitfalls associated with data acquisition you should be considering. You might not be comfortable with selling your customers' data, but you may still consider sending a monthly newsletter about your products and services, for example.

You can also monetize this information through rental to third-party vendors or partners. A substantial revenue stream can be generated long-term through the list management process.