OPT-IN is short for option in. It is the action by which a user agrees to receive informational or promotional material from a company.
It is a cornerstone of permission marketing and the direct opposite of OPT-OUT.
How it works
Opt-in is, in short, an explicit agreement between a business and a user. The user agrees to join a list, which means being added to a database. In practice, they enter their email address on a dedicated landing page called an opt-in page.
In return, the company commits to sending regular emails of various kinds. These emails are direct and personalized.
Signing up for a classic newsletter is a typical example of opt-in.
Types of opt-in
Opt-in is a fairly broad concept that covers several models, to be chosen according to the business’s needs.
The main ones are:
- Single OPT-IN The user confirms their subscription to a list and, at the same time, gives consent to receive emails. The address entered is not verified, so there is a risk of typos or spam addresses.
- Notified OPT-IN The recipient gets a message confirming the subscription, along with the option to unsubscribe before going any further.
- DOUBLE/CONFIRMED OPT-IN The user signs up through a form and then receives a confirmation email. In other words, they confirm their subscription twice.
- SOFT OPT-IN The user grants temporary permission and receives the agreed communications without joining the company’s contact list.
The benefits of opt-in
Opt-in is a fundamental email marketing strategy, with several benefits worth keeping in mind:
- mailing lists built from qualified contacts
- higher open rates for your email campaigns
- direct communication between customer and business
- compliance with the EU GDPR rules on personal data processing
- long-term customer loyalty