Soft opt-in email marketing: reach more customers with every campaign
Soft opt-in lets you email existing customers about similar products without a separate opt-in, as long as specific conditions are met. We set up the Consent Database to apply those conditions and keep proof for every contact.
Set up by our team, built on the iubenda Consent Database
What is soft opt-in?
Soft opt-in is an exception set out in Article 13(2) of the EU ePrivacy Directive. It lets you email existing customers about your own similar products without asking them to tick a marketing box first. Instead, you give them an easy way to say no, when you collect their email address and in every message.
Want the details? Read our email marketing compliance guide and our guide to email consent for e-commerce.
It applies when all four of these are true:
1
They’re already your customer
You got their email address when they bought from you. Free sign-ups can count too (EU Court of Justice, C-654/23).
2
Only your own similar products
You only promote your own products or services similar to what they bought.
3
An opt-out when you collect the address
You offer a clear, free, and easy way to say no, like an unticked box at checkout.
4
An opt-out in every message
Every email you send includes the same easy way to opt out, like an unsubscribe link.
When all four are met, the send doesn’t need a separate legal basis under the GDPR.
EU countries apply this rule in slightly different ways, so it’s worth reviewing with your legal team. This page explains the rule. It isn’t legal advice.
More revenue, less risk, less manual work
Reach the customers you already have, with the conditions applied and recorded for every contact.
Revenue you’d otherwise miss
Promote related products to buyers who already know and trust you, instead of leaving them off your lists.
Easier sign-off from legal
Every contact’s conditions are applied and documented, so your legal team can review what you send.
No manual list cleaning
Statuses and opt-outs stay in sync across your tools, so nobody cleans lists by hand before a campaign.
+50%
More emailable contacts (vs. a hard-consent baseline)
€101k+
Revenue recovered a year (DTC e-commerce baseline)
Source: consentmanager customer data
How we set it up with you
Our team handles the setup, from mapping where you collect emails to your first send.
Discovery
We map where you collect email addresses (checkout, account sign-up, in store) and which markets you send to.
Setup and configuration
We configure consent states in your Consent Database and add a clear opt-out at every collection point.
Sync and go live
We connect your email and CRM tools, test the full flow, and check everything with you before your first send.
What keeps it on track
The Consent Database tracks every contact’s status, so you always know who you can email.
Clear consent states
Every contact has a status: soft opt-in, explicit opt-in, opt-out, or not yet defined. Your team knows who can receive what.
Opt-outs that travel
When someone unsubscribes in your email tool, the Consent Database records it and passes it on to every connected tool.
Proof for every contact
Each record shows when and how you collected the address, which notice the person saw, and when they objected.
Works with your stack
Sync with tools like HubSpot and Mailchimp through webhooks, with Zapier or Make in between where needed.
Room for more than one product line
Sell in several categories? We can set up separate scopes, so each contact only hears about products related to what they bought.
Start with new customers, then review your existing list
Start with new purchases and sign-ups, where you can offer the opt-out from day one. For existing contacts, we’ll check what they were told and their opt-out history with you and your legal team.
Syncs with the tools you already use
Purchases, sign-ups, opt-outs, and unsubscribes happen in different systems. The Consent Database brings them together, so your CRM and email platforms share the same, up-to-date marketing status.
Mailchimp
Klaviyo
Brevo
ActiveCampaign
Salesforce
HubSpot
Make
Zapier
Made for businesses with large customer lists
It fits any business that sells to customers and emails them about related products.
E-commerce and retail
Reach buyers about products related to what they already ordered.
SaaS and subscriptions
Keep free and paying users informed about related plans and features.
Banking and financial services
Keep a precise record for every contact, ready for any review.
Agencies and multi-brand groups
Manage separate brands and product lines with clear scopes for each.
Your questions, answered
Quick answers on how soft opt-in works and how we set it up with you.
Does soft opt-in mean I don’t need consent at all?
Not quite. It’s a specific exemption for existing customers, limited to your own similar products. Everyone still gets a clear way to opt out, and once someone does, you stop emailing them.
Which products count as similar?
That’s a call for your legal team, because it depends on your business. We’ll share the legal references and set up the product scopes you decide on.
Does this work outside the EU?
The rule described here comes from EU law. The UK has a similar rule under PECR, and other markets differ. We’ll check which markets you send to during discovery.
Do I need to use the Consent Database already?
No. Setup is part of the project, so we’ll activate and configure the Consent Database for you.
Does this replace my cookie banner?
No. Soft opt-in covers marketing emails. Your cookie banner covers cookies and trackers on your site. They work side by side.
How long does setup take?
It depends on how many collection points and tools you have. We’ll give you a timeline after discovery.
Pricing built around your project
Each project gets its own quote, with setup included. It depends on how many contacts you manage and how many tools we connect.
See if soft opt-in fits your business
Tell us how you collect customer emails today, and we’ll show you what the setup would look like.