What do "opt in", "soft opt-in", “double opt-in” mean for email campaigns?

Published in april, 27 of 2016

Every day we come across new terms when browsing on the Internet. If you deal with email marketing you must have already heard about the terms mentioned above. So, let's get to know them closer.

The most common one: “Opt-in”:

Opt-in (or opting in) – simply means that a person gives permission for a company to receive emails from them, so a company can legally start sending emails to this contact. Opt-in emails are targeted, customized and are only sent to people who specifically request them. These emails inform readers about specific topics, promotions, or events that may be of their interest. Opt-in emails usually contain newsletters, promotional information, product information, or special offer deals.

Opt-in email marketing campaigns will enable you to run safe email campaigns because you send your email campaigns only to contacts that opted to receive the information, so you do not get SPAM complaints from them.

In summary: The "opt-in" is the necessary authorization given by an individual to receive communications by email from a particular company.

Better Guarantee: Double Opt-in:

Double Opt-in is basically an enhanced Opt-in. It may be a newsletter or e-course where readers can sign-up through the Internet. This option is called: “double opt-in”, because anyone who subscribe must confirm their request twice. Ex. An user submits his email address to the web based form and subscribes to receive newsletters. After the initial request is made, a special email is sent to the address this person entered into the form. This is what we call: Second Opt-in. This email contains a link that the recipient must click in order to confirm the subscription. If the user clicks this link, then we can say that he “Double Opted” his newsletter subscription.

In summary: It's a double confirmation of an individual in receiving e-mail marketing communications.

Another way of making business: Soft Opt-in:

This option does not provide a registration form where readers can leave their data and give permission to receive emails. Soft Opt-in is a form of temporary permission to send email marketing campaigns. For example: if you meet someone at a convention who does not want to be on your contact list, but at the same time would like to receive more information about your product, service or company, the Soft Opt-in option gives you in this case permission to contact anyone who wants to receive information from you without violating privacy regulations. But as a marketer, you should make sure, that your email content is related to the recipient's interests and also you should let the readers know they can stop receiving your communications at any time. 

We need to remember that a Soft Opt-in may be used where the direct marketing relates to the individual's interest in products and services, which this individual would expect to receive promotional material about.

In summary: Soft-in is a permission given by individuals when collecting email details and allows  to send email marketing campaigns.

Now that you understand the difference between these three terms related to the email marketing campaigns, you should be able to define the best way to attract customers and start building a contact base for e-mail marketing purposes.

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