What is Opt-in?
The opt-in function relates to getting permission from the customer to send promotional materials and messages to their email, mobile number, or chat application.
Opt-in example
In the messaging world, it is mainly used by marketing departments to obtain opt-in consent to communicate promotional offers and other marketing messages.
Whenever a user visits a website, they can decide to retain their online activity for various purposes, including processing personal user data, accepting or rejecting cookies, subscribing to newsletters and promotional offers, etc.
Opt-ins are often offered through zero-rated SMS short codes, meaning the customer can sign up (or later unsubscribe) without paying an additional price per message.
This option is essential because sending unsolicited messages to people is illegal in many countries. By obtaining explicit permission, businesses and organizations can ensure that they comply with the law and respect their audience’s privacy.
In addition to being a legal requirement, they are a good practice for building trust and engagement with your audience. People are more likely to open and read messages they have signed up for and are less likely to mark them as spam.
Opt-in is tightly connected with opt-out, which allows customers to unsubscribe from messages.
What are the different types of opt-in statuses?
Four types of opt-in statuses include:
Unknown – when you bulk import or individually add contacts to your address book, you do not know their status type.
Single – when a customer fills out a signup form on your page, and their information is saved.
Example:
1. The customer enters their email address into a pop-up form on a clothing website to receive a 15% off coupon.
2. The customer is immediately added to the email list and receives the discount code.
The business now has consent to send promotional emails, assuming they clearly stated this intent near the form.
Double – contains a single opt-in status type, but after the initial signup, you must send them a confirmation email to store their consent.
Example:
1. The customer signs up for a free webinar on productivity by providing their email address on a landing page (first).
2. The business emails the customer with a link that says, “Click here to confirm your subscription and save your spot in the webinar.”
3. The customer clicks the link (second).
The business now has explicit consent to send the customer webinar reminders and related promotional materials.
Verified double – is like a double opt-in status type, but rather than just informing the client that you are storing their information, you are ensuring that the customer is precisely who they say they are.
Example:
1. The customer creates an account on a cryptocurrency exchange platform, providing their email address and personal information (first).
2. The exchange sends an email with a unique verification code.
3. The customer enters the code on the platform website (second).
4. Additionally, the customer might be asked to upload a photo of their ID for further identity verification.
The exchange now has verified consent to send the customer transactional emails and, if opted into, promotional materials.
Opt-in best practices
- Offer valuable incentives: Provide enticing incentives like exclusive content, discounts, or free trials.
- Make the process easy: Keep your forms simple and ensure your sign up options are clearly visible and easily accessible.
- Respect preferences: Allow subscribers to manage their preferences and unsubscribe easily if they no longer wish to receive your messages.
- Personalize your messages: Tailor your content based on subscribers’ interests and behavior to provide a more relevant and engaging experience.
What is the difference between opt-in and opt-out?
An opt-in option is when customers actively give their permission to receive promotional materials and messages.
Conversely, an opt-out option is when customers withdraw their consent and choose to stop receiving those messages. Opt-out often involves pre-checked boxes or less prominent disclosures, requiring individuals to take action to indicate their non-consent.
Opt-out example
What’s the difference between opt-in and cookies?
In this table, we have highlighted the key differences between opt-in/opt-out and cookies.
| Feature | Opt-in/opt-out | Cookies |
|---|---|---|
| Primary focus | Communication and data use | Website functionality, tracking, and personalization |
| Consent | Requires explicit action from the user | Often set automatically, but consent mechanisms are increasingly required by law |
| Duration | Can be long-term until revoked | Varies depending on the type of cookies (session vs. persistent) |
| Legal basis | Often regulated by data protection laws (e.g., GDPR, CCPA) | Regulated by ePrivacy Directive, GDPR, and similar laws |
| User control | Users have more direct control | Users can manage cookies through browser settings, but it is often less intuitive |
