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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Soft Opt-In

A soft opt-in is a limited form of consent that permits emailing existing customers about similar products or services — provided they were given a clear chance to opt out at collection and in every message.

Also known as: soft opt-in, existing customer exemption

The soft opt-in is a narrow exception in some privacy regimes (notably the UK/EU) that lets you market to existing customers without full express consent — but only under specific conditions.

How does a soft opt-in work?

If someone bought (or negotiated to buy) from you, you gave them a clear chance to opt out at the point of collection, you only market similar products, and you include an opt-out in every email, you may rely on soft opt-in.

What are the limits?

It applies only to existing customers and similar offerings, not to prospects or unrelated products. Rules vary by country, so it's not a universal shortcut.

Soft opt-in vs. express consent

Express consent is broader and safer; soft opt-in is a limited exception. When in doubt, obtain express consent. This is general information, not legal advice.

Related terms

CAN-SPAM Act GDPR (Email Marketing) Opt-In Unsubscribe Permission-Based Marketing CCPA

Related reading from Drip

Single Opt-In vs. Double Opt-In

Frequently asked questions

What is a soft opt-in?
A soft opt-in is a limited form of consent that permits emailing existing customers about similar products or services, provided they were given a clear chance to opt out at collection and in every message.
How does a soft opt-in work?
If someone bought or negotiated to buy from you, you offered a clear opt-out when you collected their details, you market only similar products, and every email includes an opt-out, you may rely on soft opt-in in regions that allow it.
What are the limits of soft opt-in?
It applies only to existing customers and similar products or services — not to prospects or unrelated offerings. The rules vary by country, so it isn't a universal shortcut around consent.
What's the difference between soft opt-in and express consent?
Express consent is broader, explicit permission and the safest basis for sending. Soft opt-in is a narrow exception for existing customers. When in doubt, get express consent. This is general information, not legal advice.
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