Opt-In
Opt-in is the active consent mechanism through which prospects authorize commercial communications — required by various privacy regulations (GDPR, CASL, certain US state laws) and best practice for sender reputation regardless of regulatory requirements.
Why This Matters
Opt-in mechanisms: explicit checkboxes during form submission, separate consent confirmations after initial sign-up, double opt-in confirmation emails, and clear consent language describing communication types. Opt-in vs opt-out distinction critical — opt-in requires active permission; opt-out assumes permission until withdrawn. GDPR requires opt-in for marketing; US CAN-SPAM permits opt-out model for B2B (but opt-in best practice). Modern B2B marketing increasingly opt-in regardless of regulatory requirement, given deliverability and brand benefits.
Frequently Asked Questions
Frequently Asked Questions
What's the difference between opt-in and double opt-in?
Single opt-in: consent captured at initial form submission. Double opt-in: confirmation email requires recipient to verify consent through link click before communications begin. Double opt-in produces higher quality lists with lower bounce rates.
Is opt-in required for B2B email marketing in the US?
CAN-SPAM permits opt-out model (recipients can opt out, communications don't require prior opt-in). However, opt-in best practice for sender reputation and brand. Some US states (California, others) increasingly requiring stronger consent.