An opt-in email list is a list of users who have accepted the terms to receive communication from your brand, which means that you have consent to email them. And getting your email list to opt in is extremely important when following consent policies.

Whenever you capture or process a user’s contact information, you should have a policy nearby that explains your terms of email consent. This will ensure that your email list is aware and accepting of your marketing terms.

While opt in lists are most commonly associated with marketing consent, you can also use opt-in email lists to promote exclusive offers. For example, you could promote an “opt-in list” for a product launch. Users would join that list with the high intent to receive those upcoming promotions for specific products.