Opt-in Forms: Use
sign-up forms on your website or landing pages where users can enter their email addresses.
Checkboxes: Include checkboxes during the registration or checkout process, allowing users to agree to receive marketing emails.
Double Opt-In: Implement a
double opt-in mechanism where users confirm their subscription via a confirmation email.
What is the Difference Between Opt-in and Double Opt-in?
Opt-in means that users give their consent by entering their email address. Double opt-in adds an extra layer of verification by requiring users to confirm their subscription through a confirmation email. This method ensures higher quality and more engaged subscribers.
What are the Legal Implications of Not Obtaining Consent?
Failing to obtain proper consent can lead to severe legal consequences, including fines and penalties. For example, GDPR violations can result in fines of up to 4% of your annual global turnover or €20 million, whichever is higher. Non-compliance with the CAN-SPAM Act can lead to fines of up to $43,792 per email.
How Often Should You Renew Consent?
Although there is no universal rule, it is advisable to periodically renew consent to ensure that your email list remains up-to-date and engaged. A good practice is to send re-consent emails annually or bi-annually, asking subscribers to confirm their interest in receiving your emails.
Transparency: Clearly explain what types of emails subscribers will receive and how often.
Simplicity: Make the opt-in process straightforward and user-friendly.
Verification: Use double opt-in to confirm the subscriber's email address.
Accessibility: Provide easy options for subscribers to update their preferences or unsubscribe.
Conclusion
The principle of consent is not just a legal requirement but also a cornerstone of effective and ethical email marketing. By obtaining and managing consent properly, you can build a more engaged and loyal subscriber base, improve your email deliverability, and avoid legal complications.