What is opt-in?

Opt-in refers to a privacy and permission-based email marketing tactic where users explicitly give their consent to receive promotional emails or newsletters from a company. To opt-in, an individual must actively take steps to indicate their interest in receiving communications from a business, such as filling out a subscription form on a website, checking a box on the registration page, or providing their email address to a retailer in-store or online.

Opt-in is considered a best practice in email marketing because it reduces the likelihood of sending unsolicited emails to potential customers and helps build a more engaged and receptive audience. It also complies with key laws and regulations that protect consumer privacy, such as the CAN-SPAM Act in the US and the GDPR in the EU.

Companies that use opt-in email marketing typically see higher open and click-through rates, better customer engagement and retention, and improved brand loyalty. However, it requires companies to create compelling content and value propositions that encourage users to voluntarily share their personal information and agree to receive communication from the company.