Compliance
Opt-In
When a user gives explicit permission to receive emails, typically by subscribing to a list.
Definition
Opt-in refers to a user giving explicit permission to receive email communications. This can be single opt-in (immediate subscription) or double opt-in (requiring email confirmation). Opt-in is both a best practice and a legal requirement under regulations like GDPR and CASL. Permission-based email marketing consistently outperforms non-permissioned sending.
Pro Tip
Document how and when each subscriber opted in. This protects you legally and helps with deliverability disputes.