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Subscribers - education

I have a golf apparel brand. I would like to understand how to get more email subscribers. Normal opt ins, examples of how to create opt ins Are we allowed to try to activate lists of buyers that did not subscribe? Where can we see our subscriber rate relative to purchases? What about if people opt in to a Facebook group? Related questions: - For abandon cart is there any way we can activate them? Why can we email them and not people who have bought and subscribed?