“Opt In” explained briefly
When a user explicitly agrees to the use of personal data for defined marketing purposes, it is called an Opt In. There is a distinction between the simple Single Opt In (SOI) and the Double-Opt-In method (DOI). While only a simple Opt In procedure exists for contact via mail and phone, both methods are used in the email sector.
No advertising without user consent
All Opt In methods come from the field of Permission Marketing. Without an Opt In, no advertising may be sent, as this could lead to high fines. Users give their consent to the use of their contact data by actively checking a box. If the user also subscribes to the newsletter, they must actively click the option to receive the newsletter/advertising. With this simple (Single) Opt In method, you as a company can add contact details to your mailing list.
Simple Opt In or better Double-Opt-In?
The simple Opt In method is highly controversial. Since no second confirmation of the contact data is required, it is possible that the prospect leaves a wrong or incorrect email address. To avoid this, many companies no longer use the simple Opt In and secure themselves with the so-called Double-Opt-In. In this case, the user receives a confirmation email, through which they verify their data a second time. Although legally the simple Opt In procedure is allowed, the German Dialogue Marketing Association (DDV) recommends using the Double-Opt-In model. This method has proven effective for subscribing to newsletters, push notifications in apps, or SMS information.
Opt-Out banned in Germany since 2005
With Opt Out, the consent of the prospect for further advertising is assumed without their explicit agreement. It is assumed that the customer agrees to the further processing of their data. If the prospect does not wish this, they must actively remove the checkmark in the box with explicit consent. This procedure has been banned in Germany since 2005. Advertising may only be sent with prior consent.
Your contact for Opt-In:
For more information on the topic of Opt In, please feel free to contact our cross-media specialist Tanj Hensler (hensler@trebbau.com, Tel.: 0221/37646 – 330).