Opt-in Emails: A Beginner’s Guide 

opt-in email

Email marketing is a fantastic way to keep your customers in the loop and engaged with your brand. But you’ll only get results if you do it the right way: forming genuine connections that start with a simple yet powerful ‘yes’ from your audience — aka, opt-in email marketing. 

So, let’s take the first step toward building an engaged audience and collecting opt-in email addresses. We’ll also learn opt-in strategies, opt in email meaning, and opt in email examples.



What is Opt in Marketing?

Basic opt-in email example
Example of an opt-in email – Source 

Opt-in direct email marketing is when you get permission from people before you send them marketing emails. In simpler terms, they opt in to receive emails. This way, only those genuinely interested and have given their okay will receive your emails.

Opt-in comes in two flavors: single and double.

Single Opt-in: One-Step Welcome

Single opt-in is where someone gives you their email address, and you start sending them emails. 

For example, someone might visit a tech gadget website and drop their email address to get updates on the latest gadgets. Or they might go to a music festival, see a booth for a popular band, and find a sign-up sheet to get updates on their future concerts and albums.

The brand then sends an opt in campaign based on the trigger. For example, a welcome email campaign after someone signs up for the music band is a form of trigger emails.

Single opt-in is straightforward, but it has a couple of downsides. For one, you might end up with fake or incorrect email addresses since people don’t have to confirm their addresses. Plus, some people might forget they willingly signed up and get annoyed when they start getting your emails. This isn’t great if you’re trying to build a good relationship with your audience.

Double Opt-in: Confirmed Connection 

With double opt-in, after someone gives you their email address, you send them a confirmation email to make sure they genuinely want to be on your list. They click on a link to confirm, and then they’re in. 

This way, the person browsing that tech gadget website gets an email to confirm their subscription. And what about the person who signed up at the music festival? Later, while they’re reminiscing about the festival, they get an email asking if they want updates from the band. They click to confirm, and now they won’t miss out on any news about upcoming concerts or albums.

Double opt-in is a tad more effort, but it’s a solid way to know that the people on your list are truly interested and aren’t just passing by. Plus, it can help keep your email list clean and engaged, which is a win-win for you and your audience!

Maintaining a clean email list is a continuous process. People may change their email accounts or lose interest in your content. And if you keep sending emails to these accounts, there’s a higher chance of your emails being marked as spam. Campaign Refinery has an automatic list-cleaning tool that removes harmful emails before sending them out. So, your email sender reputation won’t take a hit as you grow and it’s easier to create opt-in emails.


What You Must Know About Spam vs Opt-in Email Marketing

Spam email marketing refers to bulk and unsolicited messages, the opposite of permission-based marketing. 

The table below outlines the differences between spam and opt-in email marketing.

Aspect Spam Email Marketing Opt-in Email Marketing 
Meaning Unsolicited emails sent in bulk.Emails sent to the users who have given permission to receive them.
Compliance Often violates laws like GDPR and CAN-SPAM.It adheres to email marketing regulations.
User consent No prior consent is obtained.Explicit consent is obtained through single or double opt-in methods.
Sender reputation It damages reputation and can get your email domain blacklisted.It builds trust and credibility.
User engagement Low engagement and higher bounce rates.Higher engagement and conversions.
Email deliverabilityIt’s often blocked by spam filters.It’s more likely to reach the primary inboxes.
Personalization Generic and often irrelevant email messages.Highly personalized with the customer’s names and past purchases.
Unsubscribe option It’s often missing or hard to find.It’s easy to spot and opt out through a click.
Spam vs. opt-in email marketing

Opt-in email marketing is a much more legitimate form of email marketing and is necessary to maintain legal compliance.


Is Opt-in Required for Email Marketing?

Opt-in is required in many counties because sending unsolicited marketing emails is against the law. For example, in the European Union, the General Data Protection Regulation (GDPR) mandates that you can’t send EU residents marketing emails without their consent. 

While the US doesn’t have a law that outright bans sending emails without consent, opting for opt-in email marketing is a wise move.

What’s more, come February 2024, Google and Yahoo are introducing new rules to fight spam. They’ll require bulk email senders to authenticate their emails using established best practices, like DMARC, SPF Records, and DKIM authentication protocols. They’re doing this to cut down on unwanted emails. So, if you’re planning to do any form of email marketing, you’ll need to obtain consent. 

The opt in rules for email will vary based on many factors, such as geographic location regulations and industry specific regulations.

Beyond just staying on the right side of the law and making sure your emails don’t end up in the spam folder, getting people to opt-in before you email them has a few other perks:

  • Brand reputation: When people choose to receive emails from you, it shows they’re interested, and they’re more likely to trust you and have a better brand experience.  
  • Better engagement: People who have opted in are more likely to read and interact with your emails. So, you’ll see more clicks and maybe even more sales.
  • Quality over quantity: An opt-in list is like having a VIP list of folks who are genuinely interested in what you’ve got to say. It’s not just a list of random emails, but a list of potential customers who care about your brand.

Opt-in Mailing List Compliance 

Email marketing is a powerful channel to connect with customers, but it’s also important to do it in a way that respects user privacy and complies with relevant regulations. 

Many countries have different laws for opt-in email marketing, such as:

  • GDPR (General Data Protection Regulation): This act requires explicit and unambiguous consent for email marketing. Email senders must also provide an easy way for subscribers to opt-out when needed. Learn more in the GDPR compliance checklist.
  • CAN-SPAM Act: This act mandates a clear opt-out option and must provide clear subject lines and a physical mailing address in the U.S.
  • CASL (Canada’s Anti-spam regulation): It requires implied consent before sending marketing emails. The express consent must be documented and not bundled with other terms.

Email Opt-in Best Practices

The best way to adhere to the above laws is to stick to email opt-in best practices, as follows:

  1. Use clear and transparent language: Explain what the users are signing up for, for example, email marketing newsletters, promotional emails, etc. Additionally, provide details on email cadence and other relevant information.
  2. Use a double opt-in process: Send a confirmation email after a user signs up for the email list. This will help prevent fake subscribers and maintain a list of quality email marketing subscribers.
  3. Make unsubscribe easy: Use a one-click unsubscribe to allow customers to leave when they want.
  4. Keep a record of consent: Maintain a record of timestamps, opt-in confirmations, and IP addresses. This will come in handy with compliance audits and disputes.
  5. Offer value in exchange for opt-in: Provide incentives such as exclusive content, discounts, or free service consultations. 
  6. Allow users to set preferences: Offer topic-based subscriptions to enhance personalization and allow users to choose the email timing and frequency.
  7. Regularly clean email list: Maintaining email list hygiene will remove inactive subscribers, leading to better email deliverability rates.
  8. Respect user privacy: Never share or sell your email list to third parties without explicit consent.

Opt-in Marketing Practices at Campaign Refinery

At Campaign Refinery, we hate spam. Even before Google stepped up against unsolicited emails, we had strong rules against it. We make sure our clients only send emails to people who have consented to receiving them. And if someone breaks this rule, we terminate their account. We do this to maintain the integrity of our exclusive platform and make sure all our clients can get their emails delivered to the right inboxes.

Interested in our exclusive services? Apply to become a Campaign Refinery customer.


How to Get Opt in Email Lists?

Building legal opt-in email lists is straightforward, but ensure you offer value in exchange for a person’s email address. 

You can start with the following tips.

Offer Value and Incentives 

Incentives are great ways to increase customer interest—people are more likely to give their email address in return for a resource. It also makes it easier to grow your email marketing opt in lists.

You can use:

  • Lead magnets: Provide valuable content like e-books, whitepapers, and templates to help customers solve a pain point.
  • Discounts and coupons: Share email coupons, exclusive deals, and time-sensitive discounts to increase lead magnet consumption.
  • Valuable content: Create high-quality blog posts, resource pages, or videos to encourage more sign ups.

Optimize the Opt-in Forms

If your website is the single source of sign ups, emphasize the opt-in forms. You can place them in prominent areas or use different colors to draw attention.

Some of the high-visible areas in a website are:

  • Homepage, 
  • Blog posts, 
  • Landing pages, 
  • Exit intent pop-ups,
  • Sidebar or email footer.

Ask for minimal information and use compelling copy to attract visitors. 

Utilize Social Media 

When used properly, social media can help maximize sign ups. For example, you can share the lead magnets and opt-in forms in your social media channels or host giveaways in return for valid email addresses. You can also use social media and email marketing simultaneously for better results.

If you have the budget, you can also run targeted ads to drive people to your opt-in forms. 

Other Opt-in Email Strategies

Here are other ways to bring more eyes on your opt-in forms:

  • Guest blogging: As you offer valuable content on other websites, you can include a link to your opt-in form in the author bio.
  • Webinars and online events: Host webinars and online events that require sign up to access the content.
  • Offline events: Collect email addresses at trade shows, professional meetups, or store sign ups.

Once you build a permission-based email list, you can start to send opt-in emails using the following strategies.


How to Write an Opt in Email?

Writing opt-in for emails is all about getting people to voluntarily sign up for your opt-in email marketing list while adhering to email marketing laws.

Here’s a step-by-step guide to crafting an effective opt-in email:

  1. Craft engaging subject lines: Clearly communicate the benefit of opting-in and keep your email subject lines short and compelling.
  2. Use personalized greetings: Mention the recipient’s first name and other relevant details to improve email personalization.
  3. Offer a compelling value proposition: Point people towards the “Why.” What will they get out of subscribing to your email list? Is it top industry news, curated content, or exclusive discounts?
  4. Use action-driven CTA: Use these email CTA examples to craft compelling and visually distinct buttons.
  5. Increase trust and transparency: Mention how many times can the subscribers expect to receive your emails. You can also allow them to set their preferences to reduce unsubscribe rates.
  6. Maintain compliance: Link to your privacy policy and be explicit about how you use customer data.

Example Opt-in Email Template 

The sample opt in email message will give you an idea of what should go in your opt-in emails.

Subject line: Get 20% off by joining our VIP list.

Hi [Recipient Name],

We’d love to keep you in the loop with exclusive discounts and deals, product releases, and insider-only content. As a welcome gift, you’ll get 20% off on your next order.

Click here to subscribe and claim your discount.

CTA:Yes, Sign me up 

Best,

[Your Brand Name]


Email Opt in Software: Picking the Right Platform 

Building an engaged email list starts with picking the right opt-in email tool. But before you choose one, let’s go over the basic features you might need to build opt-in email marketing campaigns.

Features to Look For 

Based on your marketing goals and subscriber preferences, you might want these features:

  • Customizable opt-in forms, 
  • Behavior based triggers and geo-targeting options,
  • Integration with email marketing CRM tools,
  • A/B testing and analytics,
  • Compliance and data monitoring.

Top Opt-in Email List Software 

The table below outlines the most user-friendly and best performing platforms for your opt-in email lists.

Opt-in Email Software Best For 
Campaign RefineryHighest email deliverability on the market.Beginner-friendly user interface.Strict email authentication protocols.
OptinMonsterAdvanced targeting and A/B testing Multiple form types (Floating, exit intent, etc)
Klaviyo FormsBest for e-commerce companies (Integration with Shopify and similar tools)SMS and email marketing in one.
SumoSimple interface with free options.Social media and e-commerce integrations.
ConvertBoxDynamic opt-ins based on visitor behavior.Lead scoring and segmentation.
Examples of opt-in marketing tools

The right opt-in email software depends on your business size, budget, and recommended features. By focusing on customization, integration, and analytics, you can pick the right platform to build quality email lists.


What is Opt-out in Email Marketing? 

Opt-out in email marketing allows people to express that they don’t want to receive your emails anymore. 

Every marketing email you send out has to have this option, such as a button or a link, usually at the bottom, that says “unsubscribe.” When someone clicks on it, you should take them off your list and redirect them to a page that confirms their choice. 

Removing people from your list might seem like you’re just shrinking your audience, but it’s actually a smart move. A cleaner list means you’re not wasting time and resources sending messages to people who aren’t interested. You’ll have a lower bounce rate, and your email marketing efforts will be more efficient. 

Plus, letting people opt out isn’t just a best practice. According to the CAN-SPAM Act in the US, it’s a legal requirement. 


Opt-in Strategy + Examples of Opt in Emails

When inviting people to opt-in to your emails, a few best practices can go a long way to make sure you attract the right crowd and set the stage for a more engaging relationship. To help you achieve better results, we’ll cover opt in email examples.

1. Let Them Know What’s Coming

When a person is considering whether to give you their email address, they’ll want to know what they’re signing up for. So, for a proper user opt-in strategy, describe what type of emails they’ll receive and how often they’ll hear from you. For instance, you could say, “Sign up to receive our weekly blog updates and a monthly newsletter with exclusive tips!”

Sign up for our email example with a photo and a sign up form
Sign up for our emails — An example by Unplug

2. Make Opting-In Simple 

A straightforward opt-in process encourages more people to sign up. Here are a few pointers:

  • Keep it simple: Don’t ask for too much information upfront; an email address and maybe a first name is a good start.
  • Well-timed pop-up: Have a subtle pop-up with the opt-in form appear at the right time, like after they’ve been on your page for a minute or two or when they’re about to leave.
  • Easy to find form: If you don’t want to use pop-ups, make sure the opt-in form is easy to find and out of the way so it doesn’t interrupt your site’s UX — for example, a sticky footer or a sidebar. 

Check out this example from the Marketmilk blog. It’s direct, brief, and only asks for your email address.  

Marketmilk-Blog-Subscribe
Easy opt-in with email form — Marketmilk

3. Tempt Them With a Treat

Who doesn’t love a good freebie? Offering an incentive, aka a lead magnet, like a free ebook, a discount, or exclusive access can encourage people to sign up and grow your email list. You can even get creative and inject some fun into the sign-up process by creating a quiz or puzzle. But make sure your offer aligns with your audience’s interests and needs when sending an opt in email.

Here’s a playful example by Sorted, the wealth guidance service sponsored by the government of New Zealand. You can use a similar strategy in your opt-in campaign.

Offer a treat to new subscribers — A subtle way
Offer a treat to new subscribers — A Sorted way

4. Set Clear Terms with Lead Magnets

When offering a lead magnet, let your users know they’ll also be getting your marketing emails. 

If it makes sense for your business, you could give them an option to opt-out of the marketing emails and just grab the freebie. This way, you respect their choice and keep a more focused list of subscribers.

The sustainable clothing brand Tentree does a great job of letting people know what they’re signing up for. 

Offer incentive in your lead magnets discounts and deals
Offer incentive in your lead magnets — Tentree

5. Implement Double Opt-In

We’ve already talked about the benefits of double opt-in. When creating your opt-in process, include a double opt-in system to ensure your subscribers genuinely want to engage with your content. 

Keep the design simple and clutter-free. Make sure to explain why your new subscribers have to confirm their email addresses. You can even include another incentive here to thank people for their effort. 

Here’s an example to inspire you. It’s the confirmation email sent by an independent SEO coach for a free webinar. In fact, email SEO is a whole new game-changer when done well.

SEO coach confirmation email
SEO coach confirmation email

More Examples of Opt-in Emails

In this section, we’ll go over the different types of opt- in email examples you can send to capture audience interest.

Email Marketing Newsletters

Newsletters can be a sound medium to send information related to your industry and encourage more people to subscribe to your email lists. 

The following opt-in email newsletter is a good example to start with.

Opt-in email newsletter example
Example of a opt-in email newsletter 

Opt-in Forms 

Generic opt-in forms, when done well, can attract and engage your prospects to opt in to email marketing.

For example, you can display opt-in forms on your website to collect opt in email address, like the example below.

Opt-in email form example
Example of opt in e mail

Double Opt-in Email Example 

The following example showcases the proper usage of double opt-in to reconfirm an email address.

double opt-in email example
Example of a double opt-in process in email – Source 

Incentive-Based Opt-in Message 

Hero Cosmetics shares a 25% off on the first order when a user signs up. 

Incentive based opt-in message
Example of an incentive-based opt-in message – Source 

Following email design best practices and implementing email copywriting techniques can enhance your opt in email marketing campaigns.


Explicit vs. Implicit Consent 

When you’re doing email marketing, it matters how you get people to give you their email addresses. Explicit consent is when opt-in email leads clearly say they want to get your marketing emails. They fill out an opt-in form or tick a box that says, “Yes, send me promotional emails.”

On the other hand, implicit consent is when someone gives you their email address but doesn’t specifically say they want to receive marketing emails from you. For example, they might provide their email to make a purchase or create an account on your website. 

A marketing opt-in is necessary to abide by the email regulations.

Here’s a quick comparison to highlight the differences: 

Implicit ConsentExplicit Consent
ClarityNot so clear because they didn’t agree to receive marketing emails.Clear because they actively agreed to receive marketing emails.
EngagementLikely less because they might not be interested in marketing emails.Likely more because they showed interest in receiving marketing emails.
ComplianceMight not comply with stricter email marketing laws and regulations.More likely to comply with email marketing laws and regulations.
Risk of SpamHigher chance of being marked as spam.Lower chance of being marked as spam.
Implicit vs. Explicit Consent

Build Your Opt-in Email Lists With Campaign Refinery 

Opt-in email marketing is all about getting clear consent from individuals before you start sending them marketing emails. It’s a respectful and legal way to build a solid list of people genuinely interested in what you have to say. 

Now, taking this opt-in approach to the next level requires a robust platform and expert guidance. And this is where we can help the most. 

Campaign Refinery doesn’t just provide a platform for email marketing. Once you qualify to become our client, we help refine and optimize your opt-in email marketing strategies. With us, you’re leveraging a high-performance email solution specializing in deliverability for large senders. 

To help you get started, we’ve crafted a mini-course to amplify your lead magnet strategy, which is a core part of opt-in marketing. 

Sign up for the Lead Magnet Multiplier to discover: 

  • Strategies to create tempting lead magnets.
  • The secrets to getting 7.5x more clicks. 
  • How to use psychology to boost engagement. 

Unlock the Power of Opt-in with Lead Magnet Multiplier

Cheers to your success!


FAQ

What is the opt-ins definition?

Opt-in refers to an active choice by an individual to allow companies to collect their data and send them marketing emails.

True or false? In email marketing, explicit consent is the only form of acceptable consent.

Yes, it’s true that permission-based email marketing is the only right way to follow regulations and respect customer privacy concerns.

What is opt in email blast?

While an email blast can be triggered, an opt-in email blast in general, refers to a marketing email sent to the people who have consented to receiving those messages.

What are the opt-in email marketing rules?

Here are the basic rules of opt-in email marketing:

  • Obtain clear consent,
  • Do not use pre-checked boxes, 
  • Provide an easy unsubscribe option,
  • Be transparent and include accurate business information,
  • Keep records of consent for compliance audits,
  • Comply with laws,
  • Simplify the sign up process.

Written by Casper Feeney

Updated by Divya Shakthi

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