What is the point of collection, or point of acquisition?

The point of collection, or point of acquisition, is the point at which an email address is collected. Its purpose is to get subscribers to opt in to an email program.

Examples of points of acquisition include:

  • An online opt-in form
  • The checkout process of a website
  • The checkout process at a retail store
  • Customer service phone calls
  • Snail mail response cards
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