Opt-in Email Advertising / Permission Marketing



Opt-in Email Advertising


Opt-in email advertising, or permission email marketing, is a method of advertising through email whereby the recipient of the advertisement has consented (agreed) to receive it. This method is one of several developed by email marketers to eliminate the disadvantages of direct email marketing and against spam email.

Process Opt-in Email Advertising



Opt-in email marketing may develop into a technology that uses a handshake protocol between the sender and receiver. This system is intended to eventually result in a high degree of satisfaction between consumers and marketers. If opt-in e-mail advertising is implemented, the material (contain marketing messages) that is emailed to consumers will be "expected". Opt-in email marketing is assumed that the consumer wants to receive it, which makes it unlike unsolicited advertisements sent to the consumer. Opt-in e-mail advertisements will be more relevant and personal to the recipient than untargeted advertisements.

A common example of permission email marketing (or Opt-in e-mail advertisements) is a newsletter sent to a subscriber. Such newsletters inform subscriber (potential or existing customers) of upcoming events, promotions, or new products / services. In Opt-in e-mail advertisements, a company that wants to send a newsletter to their customers may ask them at the point of purchase if they would like to receive the newsletter. With a foundation of opted-in contact information stored in database, marketers can send out promotional emails automatically. They can also segment their promotions to specific subscriber or market segments. The email list database built up with opt-in method called as opt-in database.


Double Opt-in


Process of doubel opt-in including, 1. Sign-up for newsletter, 2. Server send an email to subscriber to confirmed the sign-up, 3. Subscriber click to comfirned their subscription.


Double Opt-in is the act of getting subscribers to confirm their initial subscription via a follow up email asking them to validate their address and hence opt-in again.

Following is a quick overview of the process for double opt-in:

  1. A customer signs up for your email newsletter through a form at your website.
  2. He receives an email with a confirmation link.
  3. If they click the link, they’re added to your list, and you store the IP address, date, and time of registration. Now you’ve got proof of opt-in, should you ever need it in the future (like if you receive a false or malicious abuse report).
  4. If he doesn’t click the link, he’s not added to the list.

Double opt-in is fast replacing the single opt-in method, where someone submits a form, and bam---they’re added to a list. There are too many chances for someone to get signed up to a list without his permission, either erroneously or maliciously. And there is no need to even discuss the old opt-out method anymore. That’s getting phased out due to all the spam complaints marketers get, from people who never saw the opt-out check. Don’t be so desperate to grow your list that you put your company’s reputation on the line.



Unsubscribe Link or Opt-Out Link


Also known as unsubscribe, the act of removing oneself from a list or lists so that specified information is no longer received via email. It is mandatory to have an unsubscribe link / opt-out link on all commercial emails. All email sent to a list of subscribers needs to provide an easy and accessible unsubscribe link in the email.

More information about email list management, please visit Email List Management Guidelines.