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It Is Better Opt-In or Opt-Out in Email Marketing?

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07 Jan 2021

It Is Better Opt-In or Opt-Out in Email Marketing?


When we talk about opt-in email marketing, we mean obtaining customer information through email, and then sending newsletters to these users. This happens because the user has agreed in some way to receive these types of notifications.

On the other hand, the opt-out email marketing happens when the user's details are automatically added to a marketing list, of which the same user is not even aware until the notifications and newsletters are sent. This is a somewhat annoying tactic for some users, but many times it attracts a large number of people to the business.

The business of email marketing for B2B has grown exponentially, as it has managed to connect entrepreneurs with their customers through advertising campaigns that fit the tastes and needs of the user.

Successfully executed, both options seem to work and serve their purpose, but which is the best?

Here we will explain a little of both and try to reach a conclusion about which is more convenient for the company and the user.


Opt-in marketing is based on the user looking for what he wants, that's why many believe it's the most reliable method. If the user search, registers on a website, sees a publication in social networks and gives like, or sees a video on the Internet, those data are collected and through a series of algorithms, the page will show advertising about your searches.

Making a good marketing campaign relying on the benefits of this method seems very likely, as many companies use this advertising, and earn a lot of money in the process.

Another element that certifies it as a good option to approach your company's marketing is that it has many advantages over social network marketing. Social media marketing consists of advertising brands or products in two ways: publications and messages.

When you make a publication, a high number of people can see it, but it is not guaranteed that all of them will like it or that most of them will be your customers. They also advertise through direct messages to other people's accounts and emails, which in most cases causes them to be considered spam and never see them.

However, this type of marketing ensures both that the client is interested in the product or related things, and that he will receive the message.

Marketing by this means is almost always regulated under the indications of the GDPR, so the information that companies receive is not personal and only of commercial interest.


Opt-Out, on the other hand, is a means of advertising that is based on using the information that the user has unwittingly given you to promote your products.

What makes Opt-Out good is the ability to not convert advertising into spam and that the emails are not saturated, as it is a measure that helps you try to keep the information concise and receive the emails you want to receive.

There are many reasons why users can choose to opt-out when it comes to receiving ads in your mail, here are the most common:

Users Don't Realize That They're Subscribed

Sometimes users give an email to receive something or prize, not knowing that they will receive notifications to that email so it can be due to bad communication from the seller or bad reception of the message from the buyer. Then, if they don't realize that they are subscribed, they won't be aware of your updates or emails.

They Don't Like the Content You Send

If the customer is not interested in the content of your emails or does not like the frequency with which you send them, they can opt-out of receiving your newsletters. You have to maintain a balance between engaging content and acceptable and annoying email flow.

Overloading Emails

When sending a video or image attached to the mail, many customers may not see it as many email servers will not display your attachments properly. If you have something to show them, try using links so they can go see it themselves.

You Send Out a Lot of Promotions and Pop-Ups

Coupons and promotions are mostly good, but when you get daily notifications of this kind customers tend to get tired. Already annoyed, they may choose the option of unsubscribing.

Double Opt-in

So, Which One Is the Best?

Well, that depends on the approach you want to give your company in terms of marketing and the audience you want to reach.

If you want to form a trusting relationship with the client and comply with the GDPR, you can use the opt-in method. You can make it even more reliable with a double opt-in so that the client can feel more comfortable and you can be sure that you are sending them content that interests them.

Opt-Out, on the other hand, seeks to reach the largest possible audience in the most orderly manner. This seeks to avoid being cataloged as spam and provide quality advertising to the user.

If you ask us what we would choose for a hypothetical company, it would be the Opt-In. We think this is the most solid option and that it has no problem with the GDPR.


In this article, information is gathered about both the Opt-in and the Opt-out options for B2B marketing.

We believe that both are good options, so we encourage the readers to analyze very well everything previously exposed and meditate on it before making any decision. The important thing is that you do not let yourself be carried away by any inclination you may have and that you reach to a conclusion thinking for yourself.

So, are you Opt-In or Opt-Out?

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