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-inWith 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 magnetsA 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