Opt-in / Opt-out

Opt-in refers to when users actively consent to receive communications, such as entering their email during sign-up to receive product tips. Opt-out allows users to withdraw that consent or stop communications, such as clicking “unsubscribe” in an email footer.

Opt-ins can be single-step (automatically added after sign-up) or double-step (added only after the user confirms via a link sent to their inbox).

Why use Opt-in / Opt-out?

  • Gain higher-quality, engaged contacts by ensuring explicit consent, which improves deliverability and reduces spam complaints.
  • Comply with data privacy laws by respecting user choices and providing transparent control over their data.
  • Build long-term trust by using custom prompts that explain the value of opting in before showing system-level permission requests.

Opt-in vs Opt-out 

FeatureOpt-inOpt-out
User Action RequiredActive consent (e.g., click, check box)Option to decline or unsubscribe
TimingBefore data collection or communicationAfter receiving communication
Compliance FocusGDPR and similar regulations require prior consentLaws like CAN-SPAM require unsubscribe options
ExampleUser clicks “Subscribe” and confirms via emailUser clicks the “Unsubscribe” link in marketing emails

FAQs

How do opt-in and opt-out affect campaign results?

Permission-based marketing usually leads to higher open and click rates because users have already agreed to receive messages. Clear opt-out options help reduce complaints and keep your sender reputation healthy. Strong deliverability also improves your ability to run effective lifecycle and email marketing automation programs.

What is the difference between single and double opt-in?

Single opt-in adds a user to your list as soon as they submit their information. Double opt-in requires an extra confirmation step, often through email or SMS, to validate interest and accuracy. This helps prevent fake, mistyped, or low-quality contacts that can harm deliverability. See the details in Insider One’s Double Opt-In FAQ.

Is opt-in or opt-out required by law?

Most email and SMS channels require explicit opt-in and a clear opt-out option to comply with regulations such as GDPR and CAN-SPAM. These rules protect user privacy and ensure transparent communication. Building compliant workflows also supports healthier engagement across your marketing automation efforts.