In my last post, I discussed spam emails at length. Now, imagine a world where all emails, except personal one-to-one and transactional emails are completely blocked in the fight against spam. Our inboxes might become cleaner, maybe even empty. However, the impact on businesses worldwide would be catastrophic. Many companies, especially small ones, rely heavily on email communication for survival.
So, what could be the solution?
We need an optimal path between email senders and receivers a win-win situation. That optimal path, in today’s email landscape, is Opt-In based email marketing. Related terms you might come across are Consent-Based and Purpose-Based email marketing. While they have subtle differences, they all aim for the same goal: ensuring emails are sent with the recipient’s permission and for the intended purpose.
What is Opt-In?
You might have noticed checkboxes next to final action buttons like “Submit,” “Sign Up,” or “Apply” while using websites or apps. They often say things like:
- Subscribe to our newsletters.
- I’m happy to receive updates or offers.
- Keep me informed about new products, etc.
These checkboxes represent permission requests allowing companies to send promotional emails for upselling or cross-selling their products or services. This method is called Single Opt-In.
However, although it’s permission-based, Single Opt-In has its risks. It’s relatively easy for someone to sign up for another person’s email address without consent. That’s where Double Opt-In comes in.
What is Double Opt-In?
Double Opt-In adds an extra layer of verification. After filling out a form, the user receives an email asking them to confirm their subscription by clicking a link. Only after this confirmation is the opt-in finalized.
This ensures that the email address is valid and that the real owner genuinely agrees to receive communication. Most legitimate businesses and all leading Email Service Providers (ESPs) mandate Double Opt-In to maintain high email deliverability and trust.
Initially, Double Opt-In was seen as a gold standard for privacy and safety.
However, some businesses began to misuse it by:
- Consolidating permissions under one brand and utilizing them across the various brands they own.
- Sharing customer email addresses with subsidiaries.
- Selling email databases to partner companies.
Example:
You may opt in to receive emails from “Lakme,” but you might also start receiving emails about “Dove.” Although both brands are owned by Unilever, you did not explicitly agree to receive communications from multiple brands when you opted in.
Consent-Based or Purpose-Based Email Marketing
As misuse of Double Opt-In grew, countries and organizations stepped in with stricter regulations. Now, it’s not enough just to get consent, you must use that consent only for the specific purpose stated at the time of collection.
Consent-Based or Purpose-Based Email Marketing ensures that when users opt-in, their permission is limited to a particular subject, brand, or service, nothing more.
Many countries have even passed laws enforcing these principles. (I will discuss these laws in detail in my next post!)
To comply, most ESPs now offer Consent Management or Topic Management modules.
These tools:
- Allow users to update their preferences easily.
- Require businesses to offer “Update Preferences” links alongside “Unsubscribe” options.
- Prevent marketers from sending emails across unrelated topics or brands.
Example of consent topics users can select:
- Periodic newsletters from the company
- Updates about new features in a product they use
- Announcements about new product launches
- Offers and promotions
- Industry news and general information
Each of these options has a distinct purpose, and users can choose what they want (and don’t want) to receive.
Final Thoughts
The email marketing landscape has evolved significantly, moving from the chaotic early days of spam to a more respectful, permission-based approach. However, this journey is far from complete. As long as some senders prioritize short-term profits over customer privacy, email marketing will keep evolving.
Businesses that respect user consent and operate with clear purposes will not only survive but also thrive. The future belongs to those who prioritize customer trust above all else.
Happy Reading.
-He-
Techie Couple 