Published: 01.28.2022



Opt-in is an email marketing term meaning a customer has given their consent to receive marketing emails from a company. Marketing to customers who have opted-in, or agreed to receive communication from a company is a targeted approach to using email as a marketing tool that is considered more effective and even more ethical than sending unsolicited email messages. Some companies even impose a double opt-in, which is an even more firm handshake between a potential or current customer and a business or product. Opt-in emailing helps companies build a solid email list and increases open rates.