People get numerous junk emails every day that they didn't ask for and spend precious time deleting them each day. The least you can do as a company is not to add to their inbox by sending unsolicited emails and respecting their time and privacy.
And that is where you can use opt-in email marketing. Here, we will tell you about opt-in and how you can incorporate it into your email marketing process.
What is opt-in email marketing?
Opt-in email marketing, also called permission marketing, is a marketing approach where companies take permission from people before sending them any content through emails. The word opt-in here refers to people having voluntarily opted in or signed up to receive emails from your company or brand.
In this marketing approach, companies will have areas where people can give their email addresses and sign up to join their email lists. Then, they will send emails only to those people, be it promotional emails, newsletters, transactions emails, etc.
Common examples of opt-in email marketing
Here are some common examples of opt-in email marketing that help businesses stay connected with their audience.
- Pop-ups
Many entrepreneurs utilize pop-ups on their websites to gather email addresses. A pop-up is a window that overlays the website’s content, inviting users to subscribe to an email marketing campaign, often with an incentive. These pop-ups can be triggered when users try to exit the page, spend a set amount of time on a page, or navigate multiple pages on the site.
- Inline forms
An inline form on a website is a type of opt-in form that is seamlessly integrated into the page’s content rather than appearing as a pop-up. These forms are placed within a specific section of the page, such as the sidebar, footer, or within the body of the content itself. The goal is to collect email addresses from visitors who are already engaged with the page’s content without disrupting their browsing experience. Because of this, inline forms tend to have a lower exit rate and can work well.
- Incentives
If you provide a valuable incentive to people, they will gladly submit their email addresses to get it. Such incentives, also known as lead magnets, will usually be provided to people after signing up with their email addresses.
In the example below, Adobe has added a signup form to their lead magnet landing page to encourage customers to provide their email IDs to get the report.
What are the different types of opt-in?
Two different types of opt-in are primarily used for email marketing: Single and double opt-in.
1. Single opt-in
Single opt-in is when people submit their email IDs in a signup form and join your email list without additional steps.
It's an easy process used by most companies who want to adopt opt-in email marketing. Since the process is so simple, you can grow your email list quickly.
2. Double opt-in
Double opt-in is when you send your subscribers an email to confirm their subscription after they have submitted their email address through a form to subscribe to your emails.
So you can send an email saying, "Hi, thank you for joining our email community. Take a second to confirm that you would like to receive emails from us by clicking on the link below." Check out the image below for an example.
It’s true that sending a confirmation email to each and every subscription request can get tedious. For this, you can use an ESP like Mailmodo to trigger a confirmation email to the new subscribers automatically using the email automation feature.
Power up your email marketing with automation
Benefits of using opt-ins in email marketing
Providing an opt-in method in your email marketing strategy has several advantages listed below.
You are less likely to end up as spam
Being marked as spam can significantly harm your email marketing efforts by lowering email deliverability and causing your messages to land in spam folders. This negatively impacts the success of your campaigns. Opt-in marketing ensures emails are sent to individuals who have willingly subscribed, reducing the likelihood of spam complaints.
You can build a dedicated following
If you use an email list with a random email address collected from the internet to send cold emails, their chances of being your intended target audience are minimal. So, most people in those random lists may not find your content valuable.
But if you use the opt-in method, the people sign up because they want to know more about your offer. So you'll find that you have a dedicated audience who will be more engaged with your brand and more likely to become a potential prospect or repeat customer.
It helps you avoid any legal issues
In some countries, the opt-in option is a basic necessity for businesses, and not having the choice can lead to serious legal issues.
For example, in Canada, the digital and email marketing means are overseen by Canadian Anti-Spam Legislation (CASL), requiring a specific opt-in option to send emails to Canadian users. Similarly, the GDPR laws regulate how companies use people's information and protect them from being misused in the E.U.
Ultimately, not asking for permission can be assumed as being inconsiderate of the recipient's time and space, and it’s just an unethical practice.
💡Related guide: What Is Email Spam and How to Avoid It
How to engage subscribers after opt-in
With a clear understanding of how opt-in email marketing functions, let’s explore some effective approaches to engage with your subscribers after they have opted-in for your marketing emails.
Welcome emails
Welcome emails are a popular opt-in format, automatically sent when someone subscribes. These emails establish the foundation for a positive subscriber experience, offering a chance to leave a strong first impression while sharing valuable content. They often thank the subscriber, introduce the brand, and include exclusive offers or incentives to boost engagement.
Newsletters
Newsletters are an effective way to connect with subscribers by delivering valuable content directly to their inboxes. This format lets you share updates, news, or insights that keep your audience engaged. Opting into a newsletter fosters an ongoing relationship rather than a one-time interaction.
If someone has subscribed to your newsletters and you want to send them promotional emails, add a section at the end of the newsletter to provide them the option to opt into it.
You can write something like, "Hi, hope you liked this week's newsletter; if you would like to receive offers and promotional emails from us, please click here."
Event invitations
Event invitation emails are designed for subscribers interested in gatherings, webinars, or conferences. They often feature RSVP options, allowing you to gauge interest in the event’s theme or purpose. These emails provide a chance to include clear messaging and links for recipients to opt in for future updates.
Promotional emails
Promotional emails are designed to drive sales and engage subscribers by highlighting special offers, discounts, and new products. These emails can include sales announcements, exclusive coupon codes, seasonal promotions, product bundles, and VIP offers. They often create urgency with limited-time deals or event-specific discounts, encouraging subscribers to act quickly.
Re-engagement emails
If you have collected people's email addresses with their consent, but it has been a while since you sent them any emails, send them an email asking them if they want to receive emails from you.
This re-engagement email will ensure that people are not confused about why they suddenly receive your emails. Also, it'll help them know what they'll be getting and will not mark you as spam.
Best practices to follow for incorporating opt-in in your email strategy
Now that you know how to use opt-in in email marketing, here are a few recommendations and best practices to get the most out of your opt-in approach.
1. Keep the signup form short
Sign up is, in a way, a barrier that people have to cross to access some content like a newsletter or freebie that you provide.
So you need to keep this barrier small so that people don't lose interest and leave and to do that, keep it to only one element (their email ID) to sign up. And, if you want more details about them, you can get it later with forms.
2. Send emails regularly
Regular emails will ensure they don't forget about you and accidentally mark you as spam. So, firstly, always send some thank-you or welcome email as soon as they enter your email list. Then, send them emails regularly, be it daily, weekly, or monthly.
3. Allow subscribers to opt-out
While talking about opt-in is necessary, opt-out is just as essential. And if you already have a list of subscribers you send emails to, then providing an easy unsubscribe button can give them the option to leave or stay subscribed. You can have the unsubscribe button at the end of the email as well as in the header for one-click unsubscribe.
💡Related guide: 11 Most Effective Ways to Reduce Unsubscribe Rate
4. Allow subscribers to manage their preferences
If the users don't want to unsubscribe completely, they can use the update preferences option to choose what to receive. It will show your subscribers that you value their opinion to choose what they want and are not at your mercy.
It's not a guarantee that you won't have any spam complaints, but just one less reason why one might mark you as spam.
Conclusion
Incorporating opt-in email marketing into your strategy is an effective way to build a loyal and engaged audience. By prioritizing consent, you respect your subscribers' time and preferences, which helps foster trust and establish long-term relationships. Although it may require more effort, the results are worth it.
By adhering to best practices, such as providing easy opt-out options and regular communication, you can create ethical, targeted campaigns that resonate with your audience. Ultimately, opt-in email marketing contributes to sustained business growth by building a committed and engaged community.
