What is an Opt-In Form and Why Is It Important for Your Website?

Even with all the options available to the modern marketer, email marketing is still the top way to generate leads.

But it isn’t as simple as buying some email lists, sending some emails, and enjoying the benefits. People’s privacy is very important, so you need to collect information for marketing in the proper way. That means using an opt-in form.

Read on for more information about opt-ins and why they’re required.

What Is an Opt-In Form?

In simple terms, it’s an online form that web users fill out. They register their interest in a product and provide contact details. It authorizes you to provide them with more information.

“Opting in” normally refers to email contact. It’s often used in e-commerce to ask permission to send newsletters and other marketing material.

You can present them to the customer in a variety of ways. You could use pop-ups on your product pages or your homepage. It can even have its own dedicated landing page you direct customers to.

Why Is It Important – Legality

It’s important to note that it is against the law to to send unsolicited emails to multiple recipients. It may not seem like it to you, but you are “spamming” them. There are strict regulations around sending marketing emails.

You also need to note data collected on European Citizens need to comply with GDPR. These regulations contain rules for data collection, including rules for email marketing.

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All direct marketing requires that the recipient has actively opted-in. Failure to comply could see you faced with a fine of €10 million!

Most countries have similar regulations. This includes CAN-SPAM in the United States and Canada’s CASL.

Why Is It Important – Good Business Sense

There aren’t only legal reasons to consider. When you think about it, common sense dictates that you’ll always have more success by sending your emails to 50 subscribers rather than 500 random people. Even more so, if your market is relatively niche.

If you’re buying data, this can cause many issues, mostly because you don’t know what you’re getting. A bought list could contain a large number of inactive or old email addresses.

These could bounce and impact your standing with mail operators. There are even “trap lists,” specially designed to reveal “Spammers.”

The truth is, purchased lists will always generate more complaints and sub-standard results. In business, your reputation is everything. It isn’t worth ruining the reputation you have spent so long cultivating over something as trivial as a bought list.

Using an Opt-In Form

As you can see, opt-in forms are pretty important. Failing to use an opt-in form could see you on the wrong side of the law, facing some pretty heavy fines.

It isn’t all doom and gloom though. Having subscriber permission also boosts your conversion rate and ensures your database is full of interested people.

If you need opt-in forms implemented in your website, then contact us at eBuilt Business. We offer a range of services to give your business the online presence it deserves, allowing you to focus on the rest of your business.