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.
Legal Obligations and GDPR Compliance
In Europe, the GDPR requires that consent must be clear, specific, and documented. This means that the company must be able to prove at any time that the user has indeed agreed to receive its emails. Double opt-in is highly recommended as it provides concrete proof through the confirmation email. In some countries, such as Germany, it has even become the imposed standard to avoid any legal disputes.
Compared Advantages and Disadvantages
| Single Opt-in | Double Opt-in |
|---|---|
| Quick registration, less friction. | Email address validation, no fake sign-ups. |
| Larger list, faster growth. | Smaller but highly qualified list. |
| Risk of invalid addresses, complaints, or spam. | Stronger engagement, better deliverability. |
| Consent sometimes difficult to prove. | Clear and traceable proof of consent. |
Some Key Figures
A GetResponse study showed that campaigns from double opt-in lists achieve on average a 35% open rate compared to about 27% for single opt-in. The click-through rate is also higher with double opt-in. However, converting a visitor into a subscriber is lower since many do not confirm their subscription.
How to Choose Between Single Opt-in and Double Opt-in?
- Choose double opt-in if quality, legal compliance, and deliverability are your priorities.
- Single opt-in can be used if you are just starting out, want to test quickly, or if growth speed is more important than accuracy.
- For sensitive sectors (health, finance, education), double opt-in is almost essential.
- If you are investing heavily in paid acquisition, securing your contacts with double opt-in is often more profitable in the long run.
Best Practices for Implementing Double Opt-in
- Send the confirmation email immediately, clear and visible in the inbox.
- Explain why confirmation is required and remind what the subscriber will receive.
- Add a thank-you page after confirmation to create a positive first contact.
- Plan a one-time reminder if the subscriber has not confirmed within 24 to 48 hours.
- Regularly clean your database by removing unconfirmed addresses.
Key Takeaway
Single opt-in and double opt-in are not mutually exclusive but serve different strategies. The first is fast and simple, the second more demanding but ensures a clean and engaged list. In France, where the CNIL and GDPR strictly regulate consent, double opt-in is often the best option to secure your email marketing activities.
