Definition
Opt-in consent is active, unambiguous agreement to receive email, and the strongest form of permission. Privacy laws usually require it for marketing mail.
Record when and how consent was given.
Opt-in is the foundation of permission-based marketing and the gold standard for compliance. Recipients who chose to receive your mail engage more. Recording the event provides the evidence required.
Valid Consent
Valid consent is active, not assumed.
Record the event, wording, and timestamp.
Why It Matters
Opt-in is the foundation of permission-based marketing and the gold standard for compliance. It drives engagement because recipients chose to receive your mail.
Best Practices
- Make opt-in clear, specific and easy to withdraw.
- Avoid pre-checked boxes and dark patterns.
- Record when and how consent was given.
- Make opt-in clear, specific, and easy to withdraw.
- Use double opt-in to confirm the address.
- Make unsubscribing as easy as subscribing.
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Related Glossary Terms
CAN-SPAM Act
The CAN-SPAM Act is a US law that sets rules for commercial email. It requires accurate subject lines, a physical address, a clear opt-out mechanism, and prompt processing of unsubscribes. Violations can result in penalties up to $51,744 per email.
Consent Refresh Campaign
A consent refresh campaign asks subscribers to confirm they still want to receive email, refreshing proof of consent and cleaning the list while respecting privacy laws.
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A composite metric that evaluates the overall health of an email sending programme based on deliverability, engagement, list quality, and compliance factors.
Email Address Regex Validation
Email address regex validation uses pattern matching to verify that an address conforms to the standard local-part and domain format.
AI Email Privacy
AI email privacy covers how AI assistants process email data, raising questions about data use, retention, and consent.
Email Anti-Spam Laws
Overview of global anti-spam regulations including CAN-SPAM, CASL, GDPR, the Australian Spam Act, and POPIA with compliance requirements for each jurisdiction.
Frequently Asked Questions
An active, unambiguous subscriber request to receive email. Opt-in is the foundation of permission-based marketing and the gold standard for compliance.
It drives engagement and compliance. Recipients who chose to receive your mail engage more.
A design that tricks people into consenting. Recording the event provides the evidence required.
Not always, but it confirms the address. Opt-in is the foundation of permission-based marketing and the gold standard for compliance.
Record the event, wording, and timestamp. Recipients who chose to receive your mail engage more.