Opt-In
Opt-In is the explicit consent action a recipient takes to receive marketing communications — typically by checking a box, confirming an email, or affirmatively requesting future messages.
What is Opt-In?
Opt-In is the foundation of compliance in modern email marketing. GDPR requires opt-in for EU prospects; CASL requires it for Canadian prospects; CAN-SPAM doesn't require opt-in but does require honoring opt-outs. Double opt-in (the recipient confirms via a follow-up email) is stronger than single opt-in and produces cleaner lists. The strategic trade-off is conversion vs quality — single opt-in captures more contacts; double opt-in captures more engaged contacts. Modern programs almost always use double opt-in for nurture lists.
Why it matters
- Foundation of GDPR, CASL, and other consent-based compliance regimes.
- Double opt-in produces dramatically more engaged lists than single opt-in.
- Records of opt-in are essential evidence in compliance audits.
Use cases
- EU prospect capture. GDPR-compliant opt-in required for any marketing to EU contacts.
- Newsletter signup. Double opt-in produces lists that engage 2-3x higher than single opt-in.
- Consent record-keeping. Auditable record of opt-in (when, how, what they consented to).
How turgo helps
turgo applies stricter consent defaults for prospects in regions requiring opt-in, captures opt-in records with full provenance, and surfaces consent state in every Golden Record.
See turgo in action →
