What is opt-in and how to use it in your Email Marketing?

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Opt-In with a quality contact base are two of the best practices for companies to carry out email marketing and meet their objectives.

This is because this way you ensure that the people included in your lists have agreed to receive your emails with newsletters and/or promotions or announcements.

But how do you get them to accept? The most common way to do this twitter database is by adding a field on your own website with a legend like "subscribe now to our newsletter" or "download this ebook"; this way, the interested parties fill in the requested fields and authorize receiving the emails, demonstrating their interest.

On the other hand, by opting in we are ensuring that we are not sent to spam, that the emails are opened, and even that they are not deleted immediately upon arrival.

This is why, to learn more about the term and its importance, we bring you this content. Here you will discover its concept, importance, how to use it in your email marketing campaigns and more. Are you ready?

What is Opt-In?
Importance of Opt-In
What is Opt-Out and Double Opt-In?
How to use Opt-In in your email marketing campaigns?
Conclusion
What is Opt-In?
Opt-In or email subscription is a person's authorization to receive email communications from a particular company.

Here, the most common way to obtain your approval and your data is for the individual to agree to receive this contact by adding their information on the company's website, either by subscribing to the newsletter, downloading an ebook or receiving some other additional information.

Opt-In and Spam
For any company that carries out digital marketing campaigns , mainly email marketing, having their emails go to spam means that something is not being done right, since all the hours of work are being wasted.

And one way to avoid this is by using Opt-In, which prevents the risk of the emails you send being diverted to spam folders, and mainly prevents recipients from reporting your emails as spam.

So to avoid this, make sure that the recipient agreed to receive information through this means. If not, avoid using their contact information so that you don't waste time on something that probably won't bear fruit.

However, keep in mind that your emails may automatically go to spam even if people have opted in to receive your emails, because you are using overly promotional or commercial language, or you are sending too many emails in a short period of time.

Importance of Opt-In
The cost of sending unsolicited emails far outweighs any potential benefit that this action may bring.

Therefore, Opt-In is not only more effective, but it is also more ethical, as filling email inboxes with unsolicited and unwanted content is a sure way to ruin your brand's reputation and image.

On the other hand, not doing so also ensures that emails are sent to spam, either by the recipient or automatically.

The importance of Opt-In lies in the fact that it frees up your target audience's inboxes from emails that don't interest them and allows you to direct all your efforts towards people who really want to know about your company and what you offer, since with this you can be sure that the vast majority of recipients are eager, interested and open to receiving your emails.

What is Opt-Out and Double Opt-In?
Now, to better understand Opt-In, it is key to explain what these two concepts consist of.

Double Opt-In, on the other hand, is basically a reinforced Opt-In , meaning that the person not only has to fill out a form on your site, but the individual must also click on a link to confirm their interest in being part of the email marketing campaign.

This means that if a person registers using a web form, in addition to completing it, they will receive an email in their email account to confirm their subscription. This email can say something like: "Thank you for downloading our ebook on ...! Please confirm your interest in receiving emails with related information of interest to you in the future by clicking on the link below."

This way you will ensure that the person is really interested in the content you have to offer and in learning more about the company, hence the "double."

Now, Opt-Out, "unsubscribe" or "give up" in Spanish, is the practice within the sending of emails in which the person performs the action of checking a box, demonstrating their interest in stopping receiving emails.

Consider that to avoid unsubscribing, it is important that you do not only offer products and promotions, but that you send content that may be interesting for your target audience. This means that the ideal is to establish a content marketing campaign to improve their experience .

Although it seems like a very simple concept, it is important to consider certain aspects for the marketing campaign to be a complete success. Do you want to know what they are? We will explain them below!

Smart Email Marketing Guide Rock Content and Mailify
How to use Opt-In in your email marketing campaigns?
To correctly implement Opt-In, it is key that you do the following:

Write a privacy policy
Handing over private data is a bit of a hassle, so it's crucial to ensure that the information won't be used for anything other than sending your brand's content via email.

Ask only what is necessary on your form
Limit the information you request to only what is relevant to your business; this way, the visitor will feel less intimidated and will be more likely to provide their information more quickly.

Adopt real-time email verification
This will prevent you from sending emails to invalid addresses, as tools like MailboxValidator or QuickEmailVerification do not list emails with invalid addresses.

Now, for your email marketing campaigns to work correctly and avoid Opt-Out, it is important that you consider the following:

Don't just get the permit, keeping it is key
When an individual gives you permission, the clock starts ticking. Therefore, it is key that you communicate as soon as possible so that the person does not lose interest.

So as soon as you receive someone's email address, send them a warm welcome, a thank you, and let them know what steps are coming next.

Set expectations
This is key for both the first email and subsequent ones: setting expectations. This means that recipients must know the frequency and content of what they will receive.

Frequency : Here you will explain how often they will receive your emails, this way people will expect your emails and avoid being annoyed or surprised by receiving them.
Content : Always let subscribers know what content they will receive. When you send an email, conclude by saying when they will receive the next email and a brief summary of what content it contains and how it will help them solve certain needs.
Consider that failing to mention frequency and content can lead subscribers to delete emails or send them to spam.

Allows recipients to manage their preferences
At some point, you can let your subscribers choose how often they want to receive emails and whether they want to change the content they receive, thus showing them that you value their time and interests.

Keep adding value
Permission must be earned with every interaction, so make sure every email is interesting and timely. Make sure the subject line is relevant and in line with the body of the email.

Allow subscribers to opt out
Although it may seem like a pointless point, it is essential that you give subscribers the option to opt out if that is what they want.

This is because you avoid spam complaints and you can give all the effort of your campaigns to people who are really interested in learning more about your company.

On the other hand, don't worry about those who unsubscribe, because since you've established an open and honest relationship through emails, you've earned their trust, thus probably generating long-term customers with a good chance of returning.

Conclusion
As you may have noticed, Opt-In ensures that all your efforts are directed towards people who are really interested in listening to you and being a potential client, so using it as a strategy brings great benefits.

Now, if you want to know more about email marketing, we invite you to download our ebook Email Marketing , here you will discover everything you need to know to make your strategy a success.

Remember that a properly planned email marketing campaign will keep people interested in your company informed and move through the sales funnel, preparing to make a purchase.