What is Opt-In And Opt-Out In Email Marketing: Strategies For Maximizing Customer Satisfaction And Engagement

In today’s email marketing world, respecting your audience’s privacy is key. You can’t collect, share, or use people’s data without consent. Data privacy regulations like the US CAN-SPAM Act and Europe’s GDPR control it well.

But how can you strike the perfect balance between compliance and effective outreach?

In this article, we’ll explain the difference between an opt-in policy and an opt-out policy inside out and provide opt-in and opt-out examples and working tips to boost your email marketing strategy.

What is the difference between opt-in and opt-out in email marketing?

An opt-in email marketing approach requires users to actively subscribe to your email list. In contrast, an opt-out approach means recipients must take action to unsubscribe if they no longer wish to receive emails or newsletters.

What is an opt-in email?

Email opt-in is a marketing approach requiring recipients to consent before receiving promotional emails. Typically, these individuals have already expressed interest in your company’s products or services.

So, an opt-in email is sent only to subscribers who have willingly shared their email addresses to join your email list.

Opt-in emails serve as a tool for respecting your audience’s preferences and improving your email deliverability. How, you may ask?

Since people have already agreed to receive your newsletters, the chances of them marking your emails as spam are significantly lower. So, your emails will more frequently land in their inboxes, your open rate will grow, and in return, your campaign performance will substantially improve.

What are the different types of opt-ins?

Opt-in types vary based on the level of explicit consent to receive promotional communications from businesses. 

Types of opt-in:

1. Single opt-in
2. Double opt-in (confirmed opt-in)
3. Soft opt-in

1. Single opt-in

A single opt-in means users subscribe once and immediately start receiving marketing emails.

Single opt-in example

Imagine scrolling through a catchy blog and discovering its helpful content. Now, you’ve got a golden opportunity to stay in the loop by subscribing to its monthly handpicked articles. Just enter your email into the website form and hit “Subscribe.” That’s a single opt-in process in action.

As soon as you subscribe, you’ll receive an email confirming your opt-in consent for the Snov.io Labs newsletter.

No extra steps are required from your side!

2. Double opt-in (confirmed opt-in)

Double opt-in, or confirmed opt-in, involves a two-step confirmation process by the subscriber. For example, you subscribe to a newsletter on a website. Then, you receive a confirmation email with a verification link. 

Sometimes, this type of opt-in may require that users respond to the message for confirmation.

Double opt-in example

Say you’re an owner of a Mac product and wish to learn more about software and ideas that may empower your operations. That’s what MacPaw can provide you with. So you decide to subscribe to their tech blog and fill in the opt-in form:

Once you hit the “Subscribe’’ button, you’ll activate the double opt-in mechanism, getting the following message:

Go to your email, and you’ll see the confirmation message already waiting for you:

💡 Tip from our experts: Whether you choose single-opt-in or double-opt-in, personalization is essential. If you send everyone generic emails, your deliverability will tank, and your email campaigns won’t perform well at all. With the Snov.io cold email tool, you can tailor your email copy to each recipient with the help of Dynamic content. In addition, you can also use the Spintax feature to randomize various sections in your emails: introduction, offer, call to action (CTA), or sign-off. Last but not least, you can create custom email copies with the help of AI Email Writer. Based on OpenAI, this tool will generate a well-structured and engaging text based on built-in prompts. You can also create a custom request to ensure the best results. Email AI can refine your text by modifying the tone, adjusting the length, correcting errors, and even translating it into 36 languages!

Here’s a brief comparison of how differently single and double opt-in impact your email marketing efforts.

What is the difference between single opt-in and double opt-in?

Aspect	Single opt-in	Double opt-in
Subscriber experience	Quick and simple. Requires only one action from the user.	Requires an extra step (confirming subscription via email).
List growth	Faster growth due to lower barriers to entry.	Slower growth as some users may not confirm subscription
Engagement	Lower engagement as some subscribers might not be fully committed.	Higher engagement as subscribers have confirmed interest.
Deliverability	Higher risk of spam complaints and lower deliverability rates.	Lower risk of spam complaints and higher deliverability rates.
Other advantages	Easier and faster to implement.	Provides a more reliable list with higher-quality subscribers.
Disadvantages	Higher risk of fake or mistyped email addresses.	Requires additional effort from subscribers.

And the latest statistics actually support these comparison claims. Take a look:

Is single opt-in better than double opt-in? While single opt-ins tend to be more effective statistically for email marketing campaigns across industries, double opt-ins offer a distinct advantage that greatly contributes to long-term success: they enhance email deliverability by filtering out invalid and spam email addresses. In the example of Snov.io provided above, we use a single opt-in as our blog audience usually consists of people who are genuinely interested in the expert posts we create. What is more, we regularly verify our email lists to ensure all emails are valid. If email list hygiene is not a regular practice of yours, we recommend that you either use double opt-in or regularly verify your opt-in email list. You can easily do it with Snov.io – the best email verification service on the market!

3. Soft opt-in

Unlike previous types, soft opt-in applies to existing customers, not prospects. It occurs when you obtain a user’s contact information through an existing business relationship, such as a previous purchase or inquiry.

You should still get their consent to send them messages in the future and provide the option to unsubscribe.

Soft opt-in example

Emails sent as part of your opt-in strategy are particularly effective in situations where you want to reconnect with your customers or gently update them on your products or services.

In the following chapters, we’ll look at when and how to implement opt-in in marketing.

Why is opt-in important in email marketing?

Opt-ins are crucial for your email marketing effectiveness and should be used strategically throughout the sales cycle. 

Implement opt-in in your email marketing strategy to: 

• Adhere to best practices and regulations
• Improve list management
• Collect quality data
• Focus on engagement metrics
• Get higher ROI
• Reduce spam complaints
• Improve brand perception
• Source genuine feedback
  

Adhere to best practices and regulations

By employing opt-in methods, you demonstrate you respect users’ rights and are committed to ethical norms in marketing. What is more, it guarantees compliance with data processing regulations.

When is opt-in mandatory in email marketing?  Opt-in consent is generally mandatory in email marketing to abide by data protection laws and regulations aimed at safeguarding consumer privacy and preventing unsolicited or spam emails, such as: CAN-SPAM Act – regulates commercial emails in the United States. This law requires that email senders obtain users’ consent before sending them marketing emails and demands a clear mechanism for recipients to opt out of receiving future emails. General Data Protection Regulation (GDPR)—This regulation does practically the same thing but applies to the EU and EEA countries. It also states that users must be well-informed about how their personal data will be used. The California Consumer Privacy Act (CCPA) – primarily focuses on selling personal information. The law also requires businesses to obtain user consent before sending them marketing emails, particularly if the company plans to sell the recipient’s sensitive data. California Privacy Rights Act (CPRA) – builds upon the CCPA, introducing stricter regulations for consumer privacy laws. It mandates opt-in consent for data collection and sharing of sensitive personal information, such as financial or health data. Additionally, businesses must ask for explicit consent from parents or guardians before selling sensitive data of minors under 16. Canada’s Anti-Spam Legislation (CASL) acts similarly but applies to Canada. It differentiates between expressed and implicit consent. Expressed consent must be obtained through affirmative action, such as checking opt-in boxes, while implied consent may exist in certain limited circumstances. Australian Spam Act (ASA) – applies to Australia and is similar to other data protection laws. Depending on the circumstances, explicit consent or inferred consent is a must. The New Zealand Unsolicited Electronic Messages Act (UEMA) works for New Zealand and clarifies that consent can be implied if there is an existing business relationship between a sender and a recipient. However, explicit opt-in consent is necessary for new contacts. Directive on Privacy and Electronic Communications (DPEC)—This data privacy directive, along with its implementations in various EU member states, sets out rules regarding data processing, personal data management, and the protection of privacy in electronic communications, including email. It often requires opt-in consent to send marketing emails to individuals. The Children’s Online Privacy Protection Act (COPPA) – applies in the United States and requires verifiable parental consent for collecting sensitive personal information from children under 13.

Improve list management

An opt-in email list is generally easier to handle because subscribers have chosen to join it for data sharing. They’re more likely to give accurate information and update their preferences, streamlining list management.

Collect quality data

Subscribers on your opt-in email list provide more accurate personal data about their interests, preferences, and purchasing behavior. You can further use this information to create targeted and personalized email campaigns.

💡 Tip from our experts: We recommend implementing multichannel outreach in your sales and marketing strategy. For example, with the Snov.io LinkedIn Automation Tool, you can: Collect quality lead data from LinkedIn and basically any other website. Send personalized email campaigns with automated LinkedIn touches, such as profile views, connection requests, messages, and InMails. Get detailed analytics and insights to analyze your campaigns’ performance. Grow your network on LinkedIn and reach out to a wider audience. Snov.io takes care of your data safety. For each LinkedIn account you connect, you will get a built-in proxy. In addition, the tool works within carefully researched daily limits and delays between actions that simulate human behavior and protect your account from LinkedIn restrictions. Email or LinkedIn? Don’t limit yourself. Enhance your outreach and surpass your goals Start today

Focus on engagement metrics

Opt-in users are more likely to engage with your emails. As a result, you’ll get higher open rates, click-through rates, and conversion rates. By prioritizing engagement metrics over vanity metrics like email list size, you can better track user behavior, assess the effectiveness of your email marketing efforts, and make an informed decision to optimize your email marketing performance.

Get higher ROI

Opt-in email marketing often leads to a higher return on investment (ROI) than other marketing forms. This is because you are targeting a more receptive audience, which can result in increased sales and better customer retention in the future.

Reduce spam complaints

Sending emails to individuals who have yet to explicitly consented to receive them can lead to higher spam complaints. By using an opt-in approach, however, you ensure that your emails go to people who welcome them, reducing the likelihood of being marked as spam.

Improve brand perception

By sending emails only to those recipients who have opted in, you show you care about their privacy, value their preferences, and are committed to delivering relevant content.

Such respect usually pays off – your audience becomes more loyal and willingly recommends your brand to others.

Source genuine feedback

To add to the previous point, users on your opt-in email list are more likely to provide feedback on your products or services, helping you tailor your content and offers up to their needs and preferences. Such insights are valuable for improving your offerings and customer experience overall. 

How to implement opt-in effectively?

1. Mind the checkboxes strategy
2. Locate your opt-in wisely
3. Use clear language
4. Provide easy withdrawal of consent
5. Keep opt-in records

Ensure that your email marketing goes in line with applicable laws and regulations, such as the CAN-SPAM Act in the United States or the GDPR in the European Union, along with other mandatory data privacy laws mentioned above.

Remember, all data processing regulations require using checkboxes in your emails. Here’s how to use them effectively: 

1. Mind the checkboxes strategy

Ensure individuals actively select checkboxes to indicate their consent to receive emails with targeted advertising. Pre-checked boxes don’t comply with GDPR since they don’t indicate explicit consent.

Provide separate checkboxes for communication channels (e.g., email, SMS, telephone). This allows individuals to divide the messages they wish to receive.

Ensure that the consent checkbox is presented separately from other terms and conditions, and individuals are not required to consent to marketing to access different services or features.

Provide an unchecked opt-in box only for individuals to check themselves to indicate consent. Leaving checkboxes unchecked by default respects individuals’ autonomy and shows that your company adheres to data privacy laws. 

2. Locate your opt-in wisely

Opt-in forms should be strategically positioned on your website to be easily visible without being obtrusive. 

💡 Tip from our experts: Header opt-in: Place the opt-in form in the header above the fold. Notification bar: Use a form that appears as a bar at the top or bottom of the screen. Slide-in or floating opt-in: These are less intrusive than pop-ups but still catch the eye with their movement onto the screen. Stock item reminder: Offer to sign up for a notification when a specific item is back in stock, placing these forms on product pages as needed.

3. Employ clear language

Explain why individuals are being asked to consent. Use simple and easy-to-understand language. Specify that by checking the box, they agree to opt-in and receive marketing messages in the future.

4. Provide easy withdrawal of consent

Give clear instructions on how individuals can withdraw consent at any time. Include an unsubscribe link in every marketing email and outline how people can update their preferences or send opt-out requests.

5. Keep opt-in records

Maintain records of when and how individuals provided consent, including which checkboxes they selected and when they made their selections. These records are important for demonstrating compliance with GDPR and other privacy laws.

How to enhance email marketing strategy with opt-in: examples for inspiration

In this chapter, we’ll crown up how to effectively use email opt-ins, providing you with handy examples of opt-in tactics.

Opt-in email strategy examples:

1. Newsletter subscriptions
2. Promotional offers
3. Content downloads
4. Account registrations
5. Event invitations
6. Referrals
7. Contact us forms
8. Interactive opt-ins

1. Newsletter subscriptions

People usually opt-in to subscribe to newsletters from a website or blog by providing their email address and consenting to receive emails.

2. Promotional offers

Did you know that 40% of subscribers look for discount codes when they open their emails? Offering special deals or discounts upfront significantly boosts your chances of gaining a new subscriber.

→ Read more about sales promotions in our article.

3. Content downloads

Numerous websites offer downloadable content, such as ebooks, whitepapers, or reports, and may ask users to opt-in to receive related emails.

👀🎬Possible scenario: Many companies offer freebies on their websites, but some users might use fake emails to get them quickly without signing up for more communications. If your business provides instant downloads instead of sending materials straight to the recipients’ inboxes, you risk ending up with a bunch of invalid addresses in your list.

4. Account registrations

SaaS companies usually use opt-in forms as part of a new user’s account registration process. As soon as the form is filled in, users get access to the app and a welcome or a series of onboarding emails.

5. Event invitations

Event organizers can use opt-in emails to invite users to the upcoming events. This proves unambiguous consent of  recipients to receive marketing emails related to the event.

6. Referrals

Some companies are successful at killing two birds with one shot – they may collect email addresses and encourage referrals at the same time. A winning opt-in strategy, isn’t it?

7. Contact us opt-ins

Another clever opt-in strategy is obtaining consent to send a user’s emails through Contact Us pages and forms. In this case, a website visitor is initiating email communication. So their permission to get emails from you looks evident, while the contact information you get is valid.

8. Interactive opt-ins

Did you know that introducing gamified opt-in forms can bring you a 400% or higher conversion rate?

Engaging forms or landing pages make the whole opt-in process more interactive. For example, try using a spin-to-win feature where visitors can win something in exchange for their email address. This will definitely encourage more people to share their emails.

What is an email opt-out?

An email opt-out is a marketing method for letting your customers unsubscribe from receiving your offerings, promotional materials, and communications. It is how your recipients can withdraw consent from being on your email lists.

As for the legal side of the matter, all the standard data privacy laws, including GDPR,  CAN-SPAM Act, TCPA, and the rest mentioned above, require companies to include a clear and conspicuous link to opt-out in every email, giving users the right to unsubscribe anytime they need. 

Email opt-out example

Every business that respects its users should give them an opt-out option. For instance, Snov.io subscribers may find an opt-out link inside every email – usually at the bottom.

Some businesses provide two visible links to double opt-out so that your legitimate interests are even more protected. But we’ll discuss this later. 

Why do people opt out of emails?

People often opt out of email lists when they feel the messages are too spammy or when they realize they’re not interested in the offered products or services. Sometimes, they subscribe by mistake, so they take opt-out measures. 

Here are the most common reasons why people opt out of emails:

• Emails overwhelm
• Irrelevance
• Privacy concerns
• Unwanted solicitations
• Inbox clutter reduction
• Changed preferences
• Poor-quality content
• Mailing frequency
• Duplicate emails
• Improper opt-in consent

What is a good opt-out rate?

A reasonable opt-out rate for your emails is typically under 0.5%, with the industry standard around 0.2%. If your unsubscribe rate goes over 0.5%, it’s a sign that you might need to adjust your email marketing strategy. In 2024, unsubscribe rates across industries usually fell between 0.0% and 0.3%. 

If your opt-out rates remain high, here are a few statistics that shed light on the potential reasons.

Opt-out email types

Typically, there are two types of email opt-out: 

• Single opt-out
• Double opt-out

Single opt-out

This type involves a user submitting a request to unsubscribe, after which they are immediately removed from the list. 

Example of a single-opt out

Double opt-out

Double opt-out requires an additional confirmation step, often via email or a link. This ensures the user’s intentional decision to unsubscribe before removal from the list.

First, you click on the unsubscribe link:

Then, if you’re truly ready to unsubscribe, you need to confirm it on the newsletter provider’s website:

Currently, the double opt-out method is preferred for unsubscribing because it’s considered more secure. It shows that the subscriber’s departure was not accidental but deliberate. Additionally, it can help protect against unauthorized or malicious attempts to unsubscribe users without their permission.

💡 Tip from our experts: Gmail requires a one-click unsubscribe for marketing and promotional messages. With Snov.io, you can easily implement this link in the Campaigns tool. Simply create a new campaign, adjust your sending settings, and enable the ‘One-click unsubscribe’ option. Make the opt-out process easier with Snov.io Comply with Gmail policy and keep your email account safe Try now

How to enhance email marketing strategy with opt-out?

Incorporate these opt-out tips to elevate your email marketing strategy while nurturing a positive rapport with your subscribers:

1. Guarantee a clear opt-out process
2. Segment and personalize email lists
3. Monitor users’ preferences
4. Let users manage their preferences
5. Provide valuable content
6. Leave room for opt-out feedback
7. Launch re-engagement campaigns
8. Answer opt-out requests promptly
9. Stay compliant
10. Track and analyze opt-out  rates

1. Guarantee a clear opt-out process

Make sure your opt-out process is simple, visible, and easy to use. Include an unsubscribe link in every email and ensure it leads to a straightforward opt-out process.

2. Segment and personalize email lists

Categorize your email list based on interests, behaviors, or demographics (firmographics). This enables you to send more relevant content to subscribers, reducing the likelihood of opt-outs.

3. Monitor users’ preferences

Enable subscribers to specify their preferred email frequency when signing up. Offer daily, weekly, or monthly digests to cater to different preferences.

4. Let users manage their preferences

Provide subscribers with a preference center instead of opting out completely. There they can update their email preferences, such as content topics or email frequency.

5. Provide valuable content

Focus on delivering relevant content that brings real value to your subscribers. This can help increase engagement and reduce opt-outs.

6. Leave room for opt-out feedback

Offer a brief survey or feedback form during the opt-out process to understand why subscribers choose to leave. Use this feedback to improve your email marketing strategy and content.

7. Launch re-engagement campaigns

Design re-engagement campaigns targeted at inactive subscribers before they opt out. Offer special promotions or content to encourage them to re-engage with your emails.

8. Answer opt-out requests promptly

Ensure that opt-out requests are processed promptly, ideally within 10 business days. Otherwise, you can damage your reputation and experience compliance issues.

9. Stay compliant

Stay up-to-date with email marketing regulations, such as GDPR, CAN-SPAM and others, to double ensure your opt-out process complies with legal requirements.

10. Track and analyze opt-out rates

Regularly monitor your opt-out rates and analyze the data to identify trends or patterns. Use this info to optimize your email marketing approach and reduce opt-out rates over time.

When to Implement Opt-Out? 

At the outset: Include an opt-out mechanism from the very first email you send.

In every email: Ensure every email you send contains a visible and accessible opt-out option.

Promptly after a request: Process opt-out requests promptly, ideally within 10 business days as per regulations applicable data protection laws. 

How to Implement Opt-out? 

Clear instructions: Provide clear instructions on how recipients can opt out, usually by clicking a link or replying with a specific keyword.

Easy access: The opt-out process should be easy to find and use, typically located at the bottom of the email.

Automatic inclusion: Use email marketing platforms that automatically include opt-out links in your emails.

Tracking and compliance: Keep records of opt-out requests and ensure compliance with relevant regulations.

Confirmation: Send a confirmation email or message to acknowledge the opt-out request and confirm its processing.

Wrapping up

Though opt-ins and opt-outs may seem like opposites, they share a common goal: showing your prospects and customers that you value their needs and privacy. Opting in means your customers genuinely want to engage with your product, and opting out marks the line where advertising stops and privacy starts. 

We hope this guide will help you tune your opt-in and opt-out processes most effectively. Meanwhile, Snov.io tools will tackle the technical side of things.

May your customer satisfaction and business growth soar!