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What Are Opt-In Emails? (Best Examples and Tips)

Writing a great opt-in email makes all the difference when asking customers to sign up to receive email campaigns. Here are examples to get you started.

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What Are Opt-In Emails (Best Examples and Tips)

Opt-in emails are emails that are sent to individuals who have explicitly given permission for the sender to contact them. This is typically done through a process called “opting in”, where a person provides their email address and actively agrees to receive email communications from a specific organization or individual.

Opt-in emails are considered to be more effective and ethical than sending unsolicited emails, or spam. By obtaining explicit permission from a recipient, the sender can ensure that the recipient is interested in receiving their messages and is more likely to engage with them.

There are different types of opt-in emails, including single opt-in and double opt-in. Single opt-in requires only one action from the recipient, such as entering their email address on a website. Double opt-in requires an additional confirmation step, such as clicking a link in an email, to ensure that the recipient has actively agreed to receive communications from the sender.

Opt-In Email Examples

Here are some examples of the kind of information popular companies and brands include in their opt-in emails:


Apple’s opt-in email promises to provide subscribers with announcements, recommendations, and updates about Apple products, services, and software. They also promise to inform subscribers of new releases, exclusive content, special offers, recommendations and more for apps, books, Apple Pay, and other topics.


Airbnb’s opt-in emails promise travel recommendations based on the subscriber’s search history and preferences. They also promise exclusive deals, insider tips, and notifications for when a location becomes available.


Amazon’s opt-in emails promise product recommendations, exclusive deals and offers, and reminders for sales events.


HubSpot’s opt-in emails promise marketing and sales tips, resources, and updates on new features. The emails also include calls-to-action (CTAs) that encourage subscribers to download free resources or sign up for webinars.


Spotify’s opt-in emails promise personalized music and playlist recommendations based on their listening habits.

What Should an Opt-In Email Look Like?

Opt-in emails look and are structured differently based on the company and how you want to approach a customer. However, there is information that all successful opt-in emails include, such as an explanation of the value the emails can bring for the customer.

Here’s an example of an opt-in email, so you can have a better understanding of what one should look like and the information it should contain:

Dear [Recipient Name],

We hope this email finds you well! We wanted to take a moment to let you know about our exclusive mailing list. By signing up, you will receive access to special deals, promotions, and important updates about our products and services.

If you’re interested in receiving these benefits, simply click on the link below to opt-in to our mailing list. You’ll receive a confirmation email shortly after, and then you’ll be all set to start receiving our emails.

[Insert Link to Sign Up Form]

We value your privacy and promise to never share your information with any third-party companies. You can unsubscribe at any time by clicking on the link at the bottom of our emails.

Thank you for your time!

Best regards,

[Company Name]

Tips for Writing Opt-In Emails

Here are some tips for writing effective opt-in emails:

  • Make it clear what subscribers can expect: Be upfront about what type of content subscribers will receive and how often they will receive it. This will help manage expectations and ensure that subscribers remain engaged.
  • Use a compelling subject line: The subject line is the first thing subscribers see, so it needs to be engaging and relevant. A good subject line should be clear, concise, and provide a reason for the recipient to open the email.
  • Personalize the content: Personalized emails have higher open and click-through rates than generic emails. Use the recipient’s name, and tailor the content based on their interests or past behavior.
  • Keep it concise: Opt-in emails should be easy to read and digest. Use short paragraphs, bullet points, and clear headings to break up the text and make the content more scannable.
  • Include a call-to-action: Opt-in emails should include a clear call-to-action (CTA) that encourages subscribers to take action, such as downloading a resource, signing up for a free trial, or making a purchase. The CTA should be prominently displayed.
  • Test and optimize: Use A/B testing to test different elements of the email, such as subject lines, content, and CTAs. Use the results to optimize future emails and improve conversion rates.

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