Opt-out means choosing to withdraw or decline something.
In direct marketing, it refers to a specific option: the right of any subscriber on a mailing list to stop receiving informational, promotional or commercial emails from a company.
How it works
The opt-out method means sending emails to every contact on your list, with one exception: those who have unsubscribed, explicitly and through a dedicated form or link.
Otherwise, the so-called implied consent rule applies.
Opt-in is the counterpart of opt-out, and that is exactly why it is so different: it is based on explicitly accepting the service, NOT on refusing it.
What the GDPR says about opt-out
Under the GDPR, every commercial or promotional email must include an opt-out notice: a clear, unambiguous way to unsubscribe from the service.
Opt-out tools are on the side of European citizens, adding a further layer of protection for personal data and privacy.
Failing to comply with the GDPR can lead to fines of up to 20 million euros, or up to 4% of the company’s annual turnover.
How to win back unsubscribers
Even if the numbers are not alarming, it is worth trying to win back opt-outs, meaning the users who decided to leave the service.
To do it effectively, you need well-defined strategies.
For example:
- Improve and optimize your website with quality content, regular updates, sensible use of pop-ups, and so on.
- Use social media to strengthen communication between your company and its customers (or prospects). Social networks like Facebook and Instagram have a very wide reach and are a great way to re-engage opt-outs, especially younger ones.
- Re-engagement campaigns can be run across different channels. The key is to make it easy, for example by encouraging users to resubscribe with free gifts or discount codes.