The term opt in (aka permission-based marketing) gets thrown around a lot, but many small businesses don't understand exactly what it means or the best way to get and manage their email marketing permission.

So, let's start with a definition.

What is opt in email marketing? Simply put, it means getting permission before adding contacts to an email list. To get more technical, it also usually involves asking website visitors to opt into an email list.

It's a simple concept, but it has huge ramifications for your small business.

It is always better to ask for permission to email ahead of time than to ask for forgiveness for spamming later. The cost of sending just one unsolicited email (or spam) far outweighs any potential benefit you could gain.

Not only does sending out unsolicited emails affect your reputation as an email sender, but it can also have hefty fines. Anytime you send an email to someone without their permission, you are sending spam. Yes, even if it is someone on your list that you have emailed before. If they haven't requested to receive the specific information you are sending them in the email, then it is considered spam.

To avoid becoming an accidental spammer, never email someone you don't have permission to contact.

Now that you're sold on the importance of permission-based email marketing, this guide is going to go into detail about some of the more technical aspects, and then dive into some pro tips for increasing your email opt-in rate. But first, a suggestion: Use Keap to take the next step toward powerful email communication