abstract:Opt-in email is a term used when someone is given the option to receive "bulk" email, that is, email that is sent to many people at the same time. Typically, this is some sort of mailing list, newsletter, or advertising.
Previously, Scott was the co-founder of NetCreations, and has been widely considered the father of opt-in email marketing paving the way for laws banning unsolicited commercial email.
Practically, what this all means is that for the first time marketers can speak specifically to those users who they know something about and have already built a relationship with, either on Facebook or through a sign-up at a brick and mortar store, or an opt-in email program, or any other online or offline channel.
In an email, Biggar said that requiring an opt-in for her company's service would put real-world stores at a disadvantage as they compete with online retailers that track shoppers' behavior from the moment they enter a website.