The Motive Web Design Glossary
opt-in policy/permission-based marketing
An opt-in policy requires a potential customer to self-select the services they wish to subscribe to, and how any information they provide may be used. Also referred to as permission-based marketing.
In practice, an opt-in policy involves creating forms where services such as email newsletter subscriptions are unchecked by default. The benefit of this approach is that a user who has actively considered the offering before signing-up, is a more qualified potential customer.
opt-out policy
An opt-out policy is where an existing customer receives electronic communications—usually on the basis of a prior relationship—without providing express permission.
The European Union Privacy and Electronics Communication Directive (introduced in 2003), makes provision for electronic communications (both email and text/SMS) to be initiated with existing customers on the conditions that:
- the communication relates to products or services similar to those originally provided, and
- the customer is provided with a means of opting-out of further communication.
References and further reading
- European Union anti-spam and privacy legislation (Email Center)
Guide to UK electronic communication legislation and recommended procedures for email marketing. - The future of email marketing (Chinwag)
Approaches to email marketing. Unsolicited email conversion rates. - Hotmail
policy raises privacy concerns (PC World)
17 May 2002: Changes to Hotmail email accounts illustrating the importance of adopting a (clear) opt-in policy. - New UK privacy regulations finally published (Osborne Clark)
18 Sept 2003:The Directive is the biggest stride yet towards harmonising European Union rules affecting digital and non-digital marketing.
- UK email legislation (Gensortium)
A checklist for email marketing plans. Overview of applicable UK legislation.
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