What Is Opt-In vs Opt-Out Marketing (And Why Regulations Increasingly Require Opt-In)

Описание: Opt-in vs. opt-out isn’t just a legal detail—it shapes trust, performance, and deliverability.

Marketing consent models determine how permission is granted, how campaigns perform, and whether your outreach is compliant across borders.

In this video, we break down the key differences between opt-in and opt-out consent—and why choosing the wrong model can create legal risk and long-term damage to your sender reputation.

Opt-in requires explicit, affirmative action from the user before any marketing occurs. Opt-out assumes permission until the recipient unsubscribes. While laws like CAN-SPAM in the U.S. allow opt-out frameworks, global regulations such as GDPR and CASL strictly require opt-in consent.

Beyond compliance, permission-based marketing consistently delivers stronger engagement, better deliverability, and higher lifetime value.

We cover:

How opt-in and opt-out consent models differ

What GDPR, CASL, and CAN-SPAM actually require

Why opt-in leads to better engagement and trust

The impact on sender reputation and deliverability

Why a universal opt-in strategy simplifies global compliance

In a world of overlapping privacy laws, adopting opt-in everywhere isn’t just safer—it’s smarter.

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