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Habefast | Blog
28 June 2023

Opt-in, opt-out, two essentials for your email marketing strategy

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The nFADP complies with the new GDPR regulation (General Data Protection Regulation) and so it may now affect companies that use email marketing for their campaigns if they are unable to verify that the contacts generated have consented to the processing of their personal data.

Opt-in, what are single opt-in and double opt-in?

Simple opt-in, its different forms

There are different types of opt-in:

  • Active opt-in

    Users must explicitly tick a box to subscribe to the mailing list.

  • Passive opt-in

    In this case, the box is already ticked when the user subscribes to the mailing list, and the user must therefore deactivate the box to avoid being added to the list.

The active opt-in is the only one considered legal, as it obtains explicit consent.

Importantly, the language used must be clear, easy to understand and free of negative connotations.

  1. The advantages of simple opt-in

    • Increases your contact list. It’s a quick and easy way to get lots of subscribers and increase your mailing list.
    • Automatic, immediate and effortless process. The single opt-in process gives the user peace of mind in the knowledge that no extra effort is required. The user simply fills in the registration form without having to validate their email.
  2. The disadvantages of simple opt-in

    • Fake emails and useless registrations. It happens that some users provide fake emails; just to access exclusive content. This leads to e-mail addresses that are of no use to you. Similarly, without proper control, it is possible for third parties to register people who are not interested in your content, which risks tarnishing your reputation and causing people to mark your messages as spam.
    • Typing errors. Typing errors are common when registering email addresses and this can lead to bounces and an impact on deliverability. Your messages may not reach their destination and you won’t be able to share your content.
    • Quality control. We recommend using a double opt-in process to check that email addresses are real and that users are really interested in your content. This ensures that you maintain a quality database of useful contacts who are interested in your company.

Double opt-in, the best practice

Finally, double opt-in is a last possible option which is best practice because it ensures that users have given their consent to the e-mail being sent. The e-mail address will then be added to the mailing list only after the confirmation click. This system is therefore good practice and a fundamental tool for guaranteeing user consent and remaining compliant with the GDPR and nFADP.

To ensure that users give their informed consent, the newsletter sign-up process will take place in two simple but important stages:

  1. First, the user will fill in a form and click a button to sign up or confirm their consent to receive newsletters.
  2. Then, to confirm their registration, a validation or confirmation email will be sent to the customer immediately after they have completed the form and clicked the register button.

This method ensures that users are aware of and have expressly given their consent to receive newsletters.

The advantages of double opt-in

When you use the double opt-in process for subscribing to your newsletter, you can benefit from a number of advantages that will improve the quality of your mailing list:

  • You will avoid false registrations and prevent third parties from adding e-mail addresses of people who are not interested in your content. Double opt-in means you can check that the e-mail address exists and that the user really wants to subscribe. This means you can work effectively with a list of valuable contacts who are genuinely interested in your online business.
  • The level of user engagement and participation will be higher. They will have had to go through a longer subscription process, which means they will be genuinely interested in your content and your click-through rate will increase.
  • Double opt-in will protect you against spam and reduce bounces, improving the delivery and open rates of your messages. D

Double opt-in is therefore an effective way of guaranteeing the quality of your mailing list and improving the commitment and participation of your subscribers, while protecting your online business against spam and improving the delivery and opening of your messages.

Opt-out: why add an unsubscribe message to marketing emails?

Opt-out, definition

The opt-out is a method of unsubscribing, present in emails, which allows the user to unsubscribe from the mailing list.

It is important to note that the CAN-SPAM law requires companies to include an unsubscribe link in every email, allowing recipients to unsubscribe at any time.

Why do your customers or potential customers unsubscribe from your mailing lists?

The reasons why subscribers unsubscribe can be varied. Some may not be aware that they are subscribers, while others may be overwhelmed by the organisation’s email marketing campaigns. It is important to set a timetable for the frequency with which emails are sent so as not to distract recipients with too many promotions.

In addition, emails may not be mobile-friendly or contain information that is not relevant to subscribers. It is therefore crucial to segment your mailing list and send personalised e-mails to improve relevance.

How can you reduce e-mail unsubscribing?

To reduce email churn, it’s important to communicate with your audience via different channels and allow them to define their email frequency and content preferences. You can also send emails regularly to create a positive expectation among your subscribers. It is also essential to personalise your offers and create an interactive dialogue with your audience using feedback or quiz-type e-mails. Finally, don’t forget to follow up unsubscribers to understand their motivations and improve your e-mail marketing practices.


In conclusion, opt-in and opt-out are crucial elements for companies using email marketing. Data protection regulations such as the RGPD or the nLPD have made user consent even more important. Single opt-in and double opt-in are two methods of obtaining this consent, each with its advantages and disadvantages.

However, double opt-in is considered best practice, and offers many advantages, particularly in terms of database quality, user engagement and protection against spam. It is therefore recommended that companies adopt this method to ensure the compliance and success of their email marketing campaigns.

It is also important to note that even with opt-out, data can still be collected by companies, but users have the right to refuse to have their data used for advertising or marketing purposes.