In an email-ridden, advertising-overloaded world of notifications, opt-in consent gives the customer back control. It guarantees users want to work with a company, not spam them with irrelevant messages.
The alternative? Opt-out consent is when customers automatically sign up but must act to output – usually through frustration and a bad user experience.
Let the numbers speak for itself
- 91% of consumers say they are more likely to engage with brands that provide control over their data.
- Email campaigns sent to opt-in lists have 82% higher open rates than unsolicited emails.
- GDPR non-compliance in data collection has collected over €2.7 billion in fines since it took effect.
Brand engagement
When customers opt-in, they’re actively deciding to engage with your brand. That’s a trust you don’t get from sneaky pre-checked boxes or default subscriptions.
Pushing folks into your marketing machine? That’s a fast-track to sad engagement rates and people smashing that “unsubscribe” button faster than you can say “limited-time offer.” When people choose to hear from you, you’re starting with genuine interest – the ingredient for relationships that stick around and wallets that open.
Companies that are nailing it
Apple’s App Tracking Transparency (ATT) puts users in control of their data. When iOS users were given an explicit opt-in choice, only 25% allowed apps to track them. This move didn’t just comply with privacy law – it forced advertisers to regroup and rely on value-based marketing rather than invasive tracking.
On the other hand, The New York Times switched from passive email sign-ups to double opt-in. The outcome was a 25% increase in email engagement and a noteworthy reduction in spam complaints. Emailing an audience that actively wants their content establishes a more loyal reader base than padding their list with unengaged users.
Overcoming the signup situation
Challenge: All brands worry that requiring overt opt-in will encourage fewer people to sign up.
Resolution:
- Provide value in advance (VIP access, discounts, or exclusive content).
- Use direct, plain language (avoid generic “Sign up for updates” templates).
- Make it smooth (brief forms, straightforward confirmations, and no sneaky checkboxes).
Ensuring consent success
- Transparency is everything – be upfront about what users sign up for.
- No sneaky stuff – no pre-checked boxes or mandatory subscriptions.
- Double opt-in for increased quality. Confirmation of sign-ups ensures interest is real.
- Give people a reason to say yes – offer value, not another newsletter.
- Honor user preferences. Unsubscribing should be simple (since forced retention isn’t genuine engagement).
