When it comes to list-building, it’s crucial to understand the meaning of opt-in, and how can it affect your email marketing strategy.

One of the best ways to grow your business is via email marketing. Compared to other channels, it has a higher return on investment. It is also an effective tool for converting subscribers into customers.

It is, however, necessary for you to build a list of subscribers who volunteered to join before you start sending promotional emails.

Doing so will allow you to comply with FTC regulations, which is essential. Even so, if your subscribers no longer wish to receive business emails, you must provide them with an easy way to opt out.

What is the Meaning of Opt-In Email

Mailvio’s opt-in form builder

The meaning of an opt-in email is that you ask permission before sending promotional emails.

It is very different from outbound or cold emails, which are unsolicited emails. In other words, opt-in emails are those that people consent to receive from you.

Note that you should always provide an easy way for your subscribers to unsubscribe from your list. Easy opt-in and opt-out methods aren’t just a business practice, they’re also required by law.

What Is an Opt-Out

Aside from knowing the meaning of opt-in, you should also know the meaning of opt-out.

The opt-out process is a way for subscribers to withdraw their permission for you to send them promotional messages.

They can unsubscribe from your list by clicking the unsubscribe button or by changing their preferences.

Is it Necessary for Customers to Consent to Receive Emails From You?

By subscribing to your list, subscribers give explicit permission to receive emails from you in the future. The following are the reasons why that’s important:


To comply with the CAN-SPAM Act, you must give your customers the option to unsubscribe. It outlines the guidelines for how businesses are allowed to utilize commercial email marketing.

If you fail to comply with the CAN-SPAM Act, the FTC may fine you up to $43,792 per email.

It’s easy to follow the law, and these requirements are straightforward:

  • Never use misleading or false header information
  • Make sure your subject lines aren’t misleading
  • Clearly identify the email as an advertisement
  • Your location should be shared with recipients
  • Include instructions on how recipients can opt out of receiving future messages from you
  • Opt-out requests should be honored as soon as possible.


In addition, you must comply with the General Data Protection Regulation (GDPR) when you send out email marketing campaigns.

If you collect email addresses from EU citizens, you are subject to GDPR, which is the European Union’s privacy law.

As with CAN-SPAM, the GDPR requires your company to obtain the explicit consent of subscribers before sending an email. You should also make unsubscribing easy for your subscribers.

Brand Protection

In the end, a good opt-in email practice helps protect your brand. Sending spam emails, or making it difficult for your subscribers to unsubscribe could ruin your brand reputation.

Plus, if customers report your emails as spam, this could eventually hurt your delivery rate. A high number of complaints could even lead to suspension by your email provider.

These factors could adversely affect your business and hurt your sales and profitability.

What Is Double Opt-In?

Subscribers are required to enter their email addresses and agree to receive emails from you. In a double opt-in process, they will then proceed to the next step. The next step is that they’ll receive a confirmation email and click a link to confirm their subscription.

You will not be able to enter them into the list if they do not complete this final step. A double opt-in process is sometimes referred to as a confirmed opt-in process.

Double opt-in subscriptions can improve email deliverability. Your contact list quality can also be improved for better email marketing.

Single vs Double Opt-In

There has been some debate about which form of email marketing is more effective – single-opt-in or double-opt-in.

Subscribers only need to enter their email address once if you require a single opt-in. After signing up, they will begin receiving emails from you.

One of the greatest advantages of using a single opt-in is that you can build your subscriber list faster. Subscribers will also find this method more convenient. Those who are too busy may not take that extra step to verify their email address.

Pay-per-click advertising can be especially important in this case.

The last thing you’d want is to lose a lead your company paid for because the consumer didn’t confirm their e-mail address.

The use of double opt-ins also has its advantages as it can lead to a more active subscriber list and a higher-quality list.

Research has shown that double opt-in lists have lower bounce rates and a higher click-through rate. The choice really boils down to your preference, as there are no laws that require a double opt-in system.

Why You Should Utilize Opt-In Email

You shouldn’t just understand the meaning of opt-in; you should also know how to utilize it. 

You can increase your open rates by using an opt-in email. Subscribers are more likely to open promotional messages from companies they signed up with, as they are more likely related to their own interests.

Furthermore, these emails can improve deliverability. Your message is not spam – people signed up to receive it, so you know they want to hear from you.

Your open rates, click rates, engagement rates, and conversion rates will be better when you use opt-in email marketing. You’ll also receive fewer spam complaints.

This type of email is also ideal for building a quality subscriber list and boosting the performance of your marketing campaigns.

Using an autoresponder like Mailvio can also help boost your email marketing performance.

With Mailvio, you can be sure that your emails will reach their intended recipients. This outstanding piece of software also allows you to easily send dynamic personalized emails to your leads to increase sales. 

Mailvio’s delivery service ensures that your message reaches your customers’ inboxes at a time they will be most likely to read it. The result is higher conversion rates and open rates.

How to Promote Opt-In Email Marketing

Having an opt-in list is great, but you should also promote and market it. Listed below are some best practices for getting people to join your list:

Ensure They Have Many Chances to Sign Up

You have to make it easy for people to subscribe to your list if you want new subscribers. Your blog posts and every page of your website should contain an opt-in area. Make it accessible and available at all times.

Provide Valuable Content

By providing valuable content to your subscribers, you will attract new subscribers.

Utilize social media and blogs to draw in your audience. If they sign up for your list, you can give them premium content such as an e-book or guide.

Keep your emails interesting and timely in order to stay in your subscribers’ inboxes. It is important that your subject lines are relevant to what is contained in the body text. Make sure that the content contains valuable information that customers will find interesting.

Use Social Proof

Including social proof such as testimonials on your opt-in form can be helpful. Using this method will help you build trust with new subscribers.

The social proof effect relies on human instincts to follow others’ actions. Social proof builds trust and credibility for the business.

Keep Things Interesting

The battle has just started once someone subscribes to your list. In order not to lose this person, you have to find ways to keep them engaged. One way to do so is to mix up the content in your emails.

To prevent your subscribers from getting bored, send promotional and educational emails at the same time.

In Conclusion

To comply with local and overseas policies, you must give your customers the option to join in or out of your email list. You are allowed to send your consumers promotional emails, newsletters, and marketing messages if they opt-in.

If they wish to unsubscribe,  you should make it easy for them to do so.

You should always ask someone’s permission before sending them an email. Your contacts will receive the content they want and your business will be less likely to be labeled as spam.

As soon as you receive a new subscriber, provide valuable content, and personalize your messages. Aside from that, use various content types to keep them engaged.

This will allow you to continue to grow your list of subscribers, as well as to keep an active list of people who are looking forward to reading your content.

Permission-based email marketing goes beyond that. Expectations must also be set, and permission must be maintained.

Allowing subscribers the ability to manage their preferences is important. Provide value up-front and continuously and let them opt out easily.

Now that you know the meaning of opt-in and how you can utilize it, make the most of it.

It’s not enough to just understand the meaning of it, it is also important to know how you can properly execute it.

Simply having this option in place won’t bring you success; you also need to have a strategy to promote it and keep your subscribers engaged. 

Neil Napier

Neil Napier is the co-founder of Mailvio. Neil started his entrepreneurial journey in 2012 out of necessity to keep his visa in the UK, when he failed to keep his visa he moved to Finland and started his career as a serial entrepreneur and super affiliate. With over $10 million USD in revenue generated, he is a sought-after expert entrepreneur, copywriter & product creator.


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