The concept of opt-in and opt-out is easy to understand. Both processes are intended to get people to register their email address , but they don't work the same way.
Opt-in, also known as confirmation of inclusion, is when a user, through checkboxes, chooses to participate in a newsletter list, subscribe to a service, or accept the use of cookies.
However, in email marketing, opt-in is when a prospect authorizes line database the company from which they purchased a product or service to send them emails that include notices, newsletters , or offers.
It's important to mention that opt-in is an important process that you should specify in your company's terms and conditions. You should also indicate that once a user accepts, you are authorized to send messages to their email address.
On the other hand, the term "opt-out" means that the user has the option to voluntarily stop receiving emails. In other words, it means giving the user the opportunity to unsubscribe.
However, this doesn't mean the user is no longer a potential customer, but they do have the option to stop receiving promotional emails or updates.
And although it may seem like a “negative” option, it is important that you include it, as it can prevent your brand from being recognized as SPAM.
If you're wondering where you can add this option, you can usually include it in a panel or in every email you send so the recipient can unsubscribe.
It's important to note that the opt-out option is a mandatory element that most companies must include in their emails, according to the data protection law stipulated by the OAS.