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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:

Related terms: default, form, spam, spim


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