Opt-In / Opt-Out
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Opt-in is the explicit consent from a contact to receive marketing communications, typically captured via a form or checkbox. Opt-out (or unsubscribe) is the mechanism by which a contact withdraws that consent.
- Requirements:
- Clear consent language at the point of capture.
- Unsubscribe link in every marketing email.
- Timely processing of unsubscribe requests.
- Role in strategy: Clean opt-in and opt-out practices improve both compliance and downstream performance by maintaining a more intent-driven audience.
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