What is "opt-in" or "permission" email marketing?

This is where recipients have chosen (opted-in) to receive email from a sender. ie. they have given you permission to contact them.

Double opt-in is where the user signs up for your messages and then receives an email asking them to confirm their interest by responding to that email. If they do not respond, they are not added to the list. Although this sounds great in theory, you can lose up to 60% of your subscribers by using this method of sign-up!

Do not confuse opt-in with opt-out. Opt-out email marketing is where recipients are automatically added to a mailing list unless they have specifically requested not to be added (ie. they have opted-out). Although your list will probably be larger, your response rate will be significantly lower.

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