What is Opt-in?
This model of registration requires users to take specifically defined actions, such as checking a box or completing a form, which would trigger them to be contacted, or a marketing list inclusion. Opt-in methods of acquiring consent improve email deliverability and engagement because the recipient has expressed interest. Due to the extra confirmation step, some signups may be deterred, which may lead to lower overall volume. In this case, acquisition costs would be higher. Still, the contacts collected are more likely to engage and respond to your messaging. Several platforms provide single and double-opt-in pathways to find a balance between ease of enrollment and legal and deliverability best practices.
Opt-in examples include checking the “subscribe to newsletter” option on blog registrations, confirming email preferences through double opt-in verification emails, and consenting to SMS updates after providing their phone number alongside terms acknowledgment and agreement.
Related terms: double opt-in, list segmentation, consent marketing, GDPR compliance.