In the business world today, many companies maintain an online presence in the form of a website, a blog or pages on social media sites. Direct marketing to website visitors often takes place through email advertisements after the visitors leave the website. Opt-in and opt-out policies determine who receives these promotional emails.
What the Policies Are
Opt-in and opt-out policies pertain to privacy standards that companies adhere to in marketing when dealing with customer information. In one sense, an opt-in policy can be thought of as a permission slip to advertise. For example, companies that offer website visitors an opt-in policy typically require the consumer to take some action, such as filling out a form and submitting contact information directly to the company. In some instances, the company then requires the consumer to take further action by clicking a link in an email to verify that sending promotional material to a particular email address is permissible.
Benefits of Opting In
The business benefits from opt-in email marketing by soliciting sales from consumers who have already shown an interest in the company's products or services by requesting more information. Consumers benefit by receiving notification of special deals.