E-mail marketing has become a must-see used by a very large number of companies. The opt-in is part of the paramount steps and intervenes in the goal of recovering contact information. It allows you to develop your list of electronic addresses in a legitimate manner by giving visitors the possibility of accepting or refusing sent communications.

What does the term opt-in in marketing mean?

In its broadest sense, opt-in refers to knowingly choosing to be involved or participating in something. This is a very widely used term in digital marketing to talk about the recovery of a visitor’s contact information on the site of a company. It mainly concerns email (newsletter, etc.).

The opt-in consists of “obtain beforehand the advertising recipient’s agreement” that it is sent by email, by SMS, by MMS or fax. The person therefore agrees to join the company’s contact list and gives him permission to send him information about his news, products and / or services.

Attention, do not apply the principle of opt-in is considered an offense under the law and can give rise to a fine.

The benefits of opt-in for a company

In addition to retrieving contact lists, the Simple Opt-in (SOI) is a crucial step for a business because a consumer notifying he agrees to receive from The information and voluntarily finding its personal data demonstrates the interest it concerns the mark or society concerned. Request the agreement beforehand thus makes it possible to establish the basis for a relationship of trust with the recipient who is not necessarily customer. It is important to keep in mind that this trusted link established with subscribers is more advantageous than the size of the contact list.

How does the opt-in work?

Opt-in can be in different forms. Thus, when a visitor goes to a site, it can be proposed to check a box or fill out a form describing precisely the subject on which it agrees concerning the sending of emails. For example, it may include your email address to receive a newsletter, to access a particular document, to download an online guide, etc.

It is important to note that the fact that the person gives his permission does not mean that the company can then send it everything and anything. The information must correspond to what the visitor has agreed and have a link with the basic offer.

What is the double opt-in?

Even more demanding than the opt-in, the double opt-in (DOI) adds an additional step of verification to the process, since once the agreement given by The visitor, this one receives on his email address an automatic message. The purpose of the latter is to confirm that this is good contact and that the person actually accepts receiving information from the company or the mark in question.

The double opt-in is a practice that requires extra effort and reduces the number of recipients, but has the advantage of offering much more targeted lists than those of the classic opt-in, with subscribers. Presenting the real wish to be part of it. It is also a pledge of additional confidence for these.

What about opt-out?

Refusing to receive e-mail messages is a right and a choice that any business must leave to consumers. However, when they do not clearly indicate their refusal, nothing prevents the sending of advertising legally. To no longer receive information e-mails, people can unsubscribe (even if they have never registered) by clicking on a link indicated at the bottom of email. This is called opt-out. It is part of the principle that even if the agreement is not clearly given, it is possible to send emails as long as they are not clearly refused.