What are Opt-In Settings?

Generally, users opt in when they check the box on a sign-up form that reads, "You accept to receive promotional communication from Company X regarding our products and services."

Single opt-in

This is an easy-to-use approach to collecting customer personal information, such as email or phone number for promotional purposes. This method is a simpler way for businesses to expand their audience quickly and increase their sales, as it does not require confirmation. When a contact fills out a signup form and submits their data, they are subscribed and their data is saved up in the predefined audience.

The main benefit of this method is the simplified registration process which is especially helpful when customers subscribe to marketing communications on a mobile device.

Double opt-in

Even though the double opt-in approach requires a few extra steps, it is still simple to utilize. It is similar to a single opt-in, but it requires an additional step where the contact must confirm their signup upon receiving an email.

For example, when a customer is signing up via a form on your website, they complete their contact information. Afterward, they get a double opt-in email asking them to confirm their opt-in by clicking the link provided. Only after this step is the subscription process finalized and the user is added to your audience as a subscribed contact.

A benefit of this method is that it lets you verify that the email address belongs to a real, valid mailbox, which will reduce the hard bounce rate.

These 2 methods of collecting emails are important as they build trust among subscribers and offer the opportunity to develop strong relationships with customers via direct communication, within the legal requirements.

Users will feel safe receiving genuinely useful communication from your company (not spammy or phishing emails), which can lead to better engagement and conversion rates.