Definition
Opt-in means the subscriber actively asked to receive mail. It protects reputation and satisfies most laws.
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.
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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.
Email Account Health Score
A composite metric that evaluates the overall health of an email sending programme based on deliverability, engagement, list quality, and compliance factors.
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.
Australia Spam Act
Australia's Spam Act 2003 regulates commercial electronic messages including email. It requires consent, functional unsubscribe mechanisms within 5 working days, and sender identification. Penalties reach AUD $2.22 million per day.
Frequently Asked Questions
An active, unambiguous subscriber request to receive email.
It drives engagement and compliance.
A design that tricks people into consenting.