Definition
Soft opt-in is a legal exception letting you email existing customers or recent enquirers about similar products without express consent.
Conditions are strict: a prior relationship, similar subject matter, and a clear opt-out.
Soft opt-in is a useful exception for existing customers, but only under strict conditions. A prior relationship and similar subject matter are required, along with a clear opt-out. Misapplying it risks a compliance breach.
Meeting Conditions
Confirm a prior relationship and similar subject matter.
Always provide a clear unsubscribe.
Why It Matters
Soft opt-in is a useful exception for existing customers, but only under strict conditions. Understanding it lets you use it legally or avoid it safely.
Best Practices
- Confirm the person is an existing customer or enquirer.
- Limit mail to similar products or services.
- Always provide a clear unsubscribe.
- Document the relationship basis.
- Review eligibility before relying on it.
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Frequently Asked Questions
A legal exception for mailing existing customers without explicit consent. Soft opt-in is a useful exception for existing customers, but only under strict conditions.
For similar products after a purchase or enquiry. A prior relationship and similar subject matter are required, along with a clear opt-out.
Similarity, a prior relationship, and a clear opt-out. Misapplying it risks a compliance breach.
No, it is specific to certain jurisdictions like the UK. Soft opt-in is a useful exception for existing customers, but only under strict conditions.
You may breach the law and face penalties. A prior relationship and similar subject matter are required, along with a clear opt-out.