What is opt in?

Opt-in, also known as permission-based marketing, is a process by which individuals and businesses give their explicit consent to receive promotional or marketing materials from another entity. In opt-in marketing, recipients of promotions or marketing materials have actively sought out information about products or services, and have agreed to receive such information by providing their contact information (usually their email address) through a subscription form or other means. This kind of marketing is considered ethical and effective as it ensures that the contact is genuinely interested in the product or service, and is therefore more likely to engage with the marketing material. Opt-in marketing is often contrasted with opt-out marketing, which involves sending marketing materials to individuals who have not explicitly given their consent to receive them, and providing them with the option to unsubscribe later.