the opportunity to set expectations of the kinds of messages the subscriber will be receiving, and how often. This safeguards data hygiene, honors permission, and will help boost overall engagement.”
in general, recipients aren’t thrilled by an unsolicited offer in their inbox, and are quick to scroll to the bottom and click unsubscribe or delete the message without reading it. Even worse, they’ll mark the message as spam — which can have a direct impact on your reputation as a sender.
Opt-in email marketing highlights
the importance of cultivating engagement through consent and a respectful acknowledgment of the recipient’s preferences. Opt-in strategies improve deliverability and foster a more engaged and receptive audience.
Let’s say a clothing retailer sends exclusive promotions to subscribers who opted in. Not only does this enhance the chances of conversion, but it also establishes a relationship built on trust. Customers get content that feels relevant to them, and appreciate how the email offerings are tailored to their preferences.
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What are some examples of good opt-in email approaches?
Now that you’re aware of how opt-in email marketing works, we’ll show you some effective ways to connect with subscribers through this method.
Welcome emails
welcome emails are a common opt-in format, triggered when someone subscribes. These initial communications set the tone for the subscriber’s experience, providing an opportunity to make a positive first impression and deliver valuable content.
They typically express gratitude for the subscription, provide a warm introduction to the brand, and may include exclusive offers or incentives to encourage engagement.