What is Opt-in?
Opt-inis a user’s active consent to receive emails or other communications. In the EU, a valid opt-in is required for email marketing to consumersEmail Marketingwith the GDPR.Without an opt-in, sending commercial e-mail to consumers is not legally permitted. Single opt-in versus double
opt-in With single opt-in, someone
isadded to thelist immediately after registration. With double opt-in,the registrantreceives a confirmation email and is only registered after clicking on the confirmation link. Double opt-in provides a cleaner list with higher involvement, but also more dropouts in the registration process. Opt-in and the GDPRFor B2C email marketing, opt-in is mandatory:
consent must be
free, specific, informed and unambiguous. Always record when and how someone has given permission for your administration. Opt-in with lead magnets A registration for a lead magnet counts as an
opt-in if it clearly
states what permissionLead Magnetgiven. Link directly to a drip campaign for lead nurturing. Should I always use double opt-in? In the NetherlandsDrip CampaignlegallyLead NurturingB2B
but highly recommended for list quality
and deliverability. Can I use purchased email lists? No. Purchased lists are not opt-in and are against GDPR