Glossary

Email marketing terms

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Opt-in Marketing

Opt-in marketing is a form of permission marketing in which there is a formal opt-in process for receiving follow-up communication, offers, etc. In this format, marketers ensure the recipient is fully aware that he or she will get additional information at a later date, thus removing an unwanted element of surprise or anger when the information arrives.

Example

Using opt-in marketing, Broadway.com attracts leads with an opt-in that asks ticket purchasers if they’d like follow-up information on upcoming shows. A few days later, the user gets follow-up information in his or her inbox about other shows that they can purchase tickets for.

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Opt-in Email Lists
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Permission Email Marketing
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