With respect to the collection of leads, targeting is absolutely everything and in the virtual world, today’s powerful search engines deliver the most targeted traffic that the marketing industry have ever seen. An effect of the rise of these technologies is the establishment of a community dedicated to the optimization of interaction with the algorithms that build and format this virtual landscape. If your site has been optimized properly, they will find you. It is at this point that you have merely seconds to convince them to give you their email address for the free item you are promising. This is where opt in forms come in.