What is an opt-in?
An opt-in is when a person gives you permission to send them marketing messages, such as emails or texts, usually by submitting a form or ticking a box. It shows they want to hear from you and is the base of permission-based marketing.
Last reviewed .
What a good opt-in looks like
A clear opt-in tells people what they'll receive and how often. The sign-up is a deliberate action, and the checkbox isn't pre-ticked.
Keep a record of when and how each person agreed, in case you need to show it later.
Types of opt-in
Single opt-in adds a person as soon as they submit the form. Double opt-in sends a confirmation message first. Text messaging typically needs its own separate consent for that channel.
Why opt-ins matter
People who chose to hear from you tend to engage more and complain less, which helps deliverability. Rules on consent differ by region and channel, so check the laws that apply to you.
Common questions
What's the difference between opt-in and opt-out?
Opt-in means people actively agree before you contact them. Opt-out means you contact them until they ask you to stop. Many regions require opt-in for certain messages.
Where do opt-ins appear?
Common places include sign-up forms, checkout pages, pop-ups, and lead forms. Each should explain what the person is agreeing to.
Can you email someone who gave their address on a form?
It depends on what the form said and the rules where you operate. Make the purpose clear, and get explicit consent for marketing messages when it's required.
What is an opt-in offer?
It's something of value, such as a guide or discount, offered in exchange for signing up. It gives people a reason to join your list.
Want help putting this to work?
Tell us where your marketing stands today, and we'll show you what to do first.