Opt-in Emails: A Beginner’s Guide 

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.

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What is Opt in Marketing?

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.

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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 deliverability	It’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.

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

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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.

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. 

Email Opt-in Best Practices

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.

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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.

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.

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

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

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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.

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.

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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 

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 Refinery	Highest email deliverability on the market.Beginner-friendly user interface.Strict email authentication protocols.
OptinMonster	Advanced targeting and A/B testing Multiple form types (Floating, exit intent, etc)
Klaviyo Forms	Best for e-commerce companies (Integration with Shopify and similar tools)SMS and email marketing in one.
Sumo	Simple interface with free options.Social media and e-commerce integrations.
ConvertBox	Dynamic opt-ins based on visitor behavior.Lead scoring and segmentation.

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.

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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. 

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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!”

2. Make Opting-In Simple 

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

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.

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. 

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.

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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 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.

Double Opt-in Email Example 

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

Incentive-Based Opt-in Message 

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

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

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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 Consent	Explicit Consent
Clarity	Not so clear because they didn’t agree to receive marketing emails.	Clear because they actively agreed to receive marketing emails.
Engagement	Likely less because they might not be interested in marketing emails.	Likely more because they showed interest in receiving marketing emails.
Compliance	Might not comply with stricter email marketing laws and regulations.	More likely to comply with email marketing laws and regulations.
Risk of Spam	Higher chance of being marked as spam.	Lower chance of being marked as spam.

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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. 

Unlock the Power of Opt-in with Lead Magnet Multiplier

Cheers to your success!

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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?

Written by Casper Feeney

Updated by Divya Shakthi