Email marketing starts with squeeze page. This is a short sign up form where the details are entered. In earlier days, you need to make lengthy sign ups with name, address and your personal details. But today, the world is running very fast, and you can expect people to make such sign ups. Try thinking about the idea of list building automation to make your list building more complete. So you should make your form as short as possible. The shortest form contains name, email address and password section. Sometimes the form may contain more than one page. In the first page, you will be asked to enter just your name and email and in the next page you will be asked to fill up some more details about you. Many people will drop out at this page, not willing to give additional information. Though they did not finish the sign up process, their emails will enter the database. Matt callen teaches to build as many lists as you can. Your approach towards these people should be quite different from others. How to approach different people in different way are taught in email marketing course. No doubt you will get real benefits out of it.