Opt-in
Email and CRM
Email and CRM
An opt-in is the active permission someone gives to receive commercial messages. With a double opt-in they confirm it once more by email.
In the EU consent is the starting point for email marketing, with limited exceptions for existing customers. Always store when and for what someone signed up.
A double opt-in gives a smaller but cleaner list, with better deliverability and higher engagement. This is practical explanation, not legal advice: have your rules reviewed by a lawyer.
Related terms
- Marketing automationMarketing automation sends messages and triggers tasks automatically based on behaviour or data, such as a sequence of emails after a download.
- Consent ModeConsent Mode is how Google tags adapt their behaviour to a visitor's cookie choice, with modelled figures for those who decline.
- Open rateOpen rate is the share of recipients who open your email. Since privacy features in mail clients preload images, this figure has become less reliable.