Email marketing terms

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Opt-in Email Lists

Opt-in email lists are lists that require subscribers to opt in. These types of lists are much more common after anti-spam laws in the 2000s took a hard stance against unsolicited email marketing. Today, it’s a best practice for marketers to have subscribers opt-in, that is, to give permission, for companies and individuals to follow up with marketing materials via email.


Companies give potential subscribers opt in opportunities on their websites, in blog posts, on social media, in their email signatures and other places, so that interested parties can sign up to receive their email content. Opt-in lists produce the best results because the recipient specifically expressed interest in hearing from your company.

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