What is Opt-In?
“Opt-in” is the process used to describe when a deliberate action is required in order to subscribe a user to a newsletter list or receive permission to send them marketing communications through SMS or email.
What is Opt-Out?
The opposite of "Opt-In", users have the right to decide not to allow marketing communications, and as such, brands should (and must) give them the possibility to do so easily.
Why do they matter?
Successful marketing campaigns leverage trust relationships. Opt-in campaigns give a brand the confidence that those users truly want to receive their communications, which in turn offers them the highest chance of engagement and ultimately - a finished sale.
On the opposite side of the spectrum, sending unrequested marketing communications will damage your relationship with that customer which will alienate them further from the sales funnel.