This term refers to permission-based marketing.
Otherwise known as: did your email subscriber ASK to receive the promotional emails you are sending to them?
And not like a winky, “Hey we met at a thing” or “I bought something from you” or “I listed my email address on my LinkedIn profile” so that means “I want to receive sales and promotional emails from you.”
Opting In means explicit consent. (Because we all know consent is sexy).
It means that someone checked a box or filled out a form that says something to the effect of “Yes, send more promotional information about your brand.”
Why does this matter?
Because if people didn't explicitly SAY they want to receive promotional emails from you, then why would they want to GET promotional emails from you?
How many times have you gotten a promotional/sales email from someone who you didn't give permission to send you those types of emails?
What was your reaction? Delight? Joy? Relief?
I'm gonna guess no.
It was probably more like, “Seriously!?”
If there was an unsubscribe at the bottom of that email, you probably hit it. If not, you probably hit the SPAM button.
How spot-on am I here? Are you getting spooked out? I thought so.
The bottom line here: Send emails to people who actually let you know they WANT them.