What is the meaning of opted out? What’s the difference between opt out and opt in? How does opt-out affect your marketing efforts? In this post we explain what opt-out is, if you need to provide this option to your users and how opt out applies in marketing.
When someone has opted out, it generally means that they’ve indicated a preference to not be included in something. A common scenario is where users opt-out of an email list by unsubscribing or where Californian consumers opt out of having their personal information shared or sold under CCPA provisions.
Opt-in means that a user must take a positive or affirmative action before being included in something (e.g. a user has opted in if they sign-up to an email list or click “Accept” on a consent banner).
Opt-out means that a user can bee included in something without the need of any action on their part (e.g including a US-based user on an email list under CAN-SPAM provisions ). Under most opt-out regimes, users must be given the possibility to opt-out easily.
Where opt-out regimes legally apply, they can pose both pros and cons to marketing. We outline the main points below: