Opt-in
Opt-in is the explicit consent of a user to receive marketing messages: email newsletters, SMS, push notifications, etc.
Simply put:
The user personally allows the company to send them messages.
What Opt-in looks like
The user:
- Checks a box during registration (“I agree to receive the newsletter”)
- Subscribes to news or promotions
- Enters an email/phone number to receive materials
- Confirms the subscription via email (double opt-in)
Types of Opt-in
Single Opt-in
Subscription happens immediately after entering contact information.
Double Opt-in
The user additionally confirms their consent (e.g., by clicking a link in an email).
A more reliable and secure option.
Why Opt-in is needed
- Compliance with legislation (e.g., GDPR in Europe)
- Higher quality of the contact database
- Reduced spam and complaints
- Improved open rates and engagement
Example
A user enters their email on a website and receives a message:
“Confirm your subscription” → clicks the link → becomes a subscriber.
This is classic double opt-in.
Difference from Opt-out
- Opt-in — the user actively gives consent
- Opt-out — the user can withdraw from the mailing list (unsubscribe)
Key takeaway
Opt-in is a user’s voluntary consent to receive communications from a brand. It is the foundation of legal and effective email marketing and customer database management.
