Opt-in vs. Opt-out Strategies
What is Opt-In?
When a company uses opt-in marketing, the consumer must affirmatively give the company permission to send information about new products or sales, or to share the consumer’s information with other companies in a business relationship with the company where that consumer has an opt-in agreement. Generally, a consumer must click on website boxes or send an e-mail request to the company or its affiliates in order to authorize consumer e-mail.
What is Opt-Out?
Business groups, for the most part, tend to prefer the opt-out approach because it is easier to capture consumer information. For most businesses, the sharing, selling, or trading of personally identifiable information beyond the original transaction is part of a business strategy. On the other hand, this approach may pose a dilemma for consumers who either may not be aware of this practice, or who may not wish to participate.