It’s an easy way to think about opt-in email marketing.

No one appreciates an unsolicited email. So when you give your customers the chance to sign up, or “opt in,” you’re asking for their consent — a sign of respect. When you ask for permission to send a customer your marketing messaging, you’ll usually find a more receptive audience.

When someone is willing

to read more about your offers, they’re less likely to feel overwhelmed, annoyed, or distrustful. The basics of opt-in email marketing are pretty simple, but as with all inbound email marketing, there are good (and better) ways to go about it.

Let’s break down what opt-in email marketing is and how you can make sure you’re doing it right with the best email marketing software – and avoid mistakes.

What is opt-in email marketing and why is it important?
Opt-in email marketing is the practice of sending messages exclusively to people who agreed to give their address to join a mailing list. Users can sign up for a mailing list through various channels, including website sign-up forms, newsletter subscription boxes, and during the checkout process on an e-commerce platform.

With a confirmed opt-in email

customers can choose whether they want to receive marketing emails or not. And since the marketer who respects their customer is more likely to earn their trust, providing an opt-in is a great way to begin a relationship. When your customer opts in, that means they’ve volunteered interest in your company.

“confirmed opt-in is an industry best practice,” said anne wetzel, manager of marketing cloud abuse & compliance. “it verifies that the subscriber’s address was valid at the time of sign up and affirms their consent to continue receiving commercial mail.