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List Management

Opt-in

The process by which a person actively agrees to receive email communications from a sender.

Definition

Opt-in refers to the explicit action a person takes to consent to receiving emails from you. This can be single opt-in (one-step subscription) or double opt-in (confirmation required). Opt-in is the foundation of permission-based email marketing and is legally required in many jurisdictions.

Why It Matters

Opt-in builds a quality list of people who want your emails. It is legally required under GDPR, CAN-SPAM, and other regulations. Subscribers who opt in have higher engagement and lower complaint rates than those added without consent.

How It Works

Opt-in typically happens through signup forms where users enter their email and check a consent box (if required). Single opt-in adds them immediately; double opt-in sends a confirmation email they must click to verify. The opt-in method and timestamp should be recorded for compliance.

Best Practices

  • 1Use clear opt-in language that explains what subscribers will receive
  • 2Record opt-in source, date, and method for compliance
  • 3Consider double opt-in for better list quality and GDPR compliance
  • 4Never add people without explicit opt-in

Frequently Asked Questions

Yes, in many jurisdictions. GDPR requires explicit consent for EU residents. CAN-SPAM requires honoring opt-out but not explicit opt-in for commercial email. CASL in Canada and other laws have strict opt-in requirements.

Single opt-in adds subscribers immediately when they submit a form. Double opt-in requires clicking a confirmation link in a verification email. Double opt-in produces cleaner lists but may have lower signup completion rates.