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Opt-in and Opt-out: everything you need to know about it

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If you need to dig deeper into SMS Marketing and learn more about opt-in and opt-out, this text is for you. SMS Marketing has become one of the most efficient channels for business strategy, standing out in the mobile market. After all, the opening rate of a message is 98%, while 90% of users open the message within 3 minutes of receiving it. In addition, up to 58% of people check their mobile phone every hour.

For it to be a successful strategy, professionals need to understand who their target audience is and what types of content are most useful for them. They also need to understand the concepts of opt-in and opt-out.

It was with these aspects in mind that we prepared this content, so you can understand more about the advantages of adopting the SMS marketing strategy, what opt-in and opt-out means, and what precautions should be taken. Happy reading!

What are the advantages of using SMS marketing?

Before we get into the main objective of the text, which is to talk about opt-in and opt-out, let’s briefly explain the main advantages of adopting an SMS marketing strategy in your business, regardless of the area. Check it out!

Low cost

When compared to other marketing strategies, such as the cost of a phone call, the value of implementing SMS is quite small. Mainly because this type of strategy is more efficient if you have a platform as an ally, allowing the sending to be optimised and ensuring a measurable return.

From the customer base already recorded in your information, you will create an objective text that meets their demand. Always remember that the customer must authorise this receipt, since sending without consent can be classified as spam. A good start for this is to use your audience registration, either on social media or on your website. Use this list to send promotional actions and satisfaction surveys, among other alternatives.

Instant delivery

The delivery of text messages by operators is done in just a few seconds. Research that reveals people’s habits with phone devices proves how effective a strategy like this can be. In a survey done of over 2000 Brazilians aged between 18 and 55, it was found that 57% of the population check their device right after waking up.

In addition, the average Brazilian checks their device 78 times a day. However, you need to think about the best time to send. For this, understanding the habits of your audience is essential, as it will allow your company to send the right content at the right time. Avoid, for example, sending messages in periods outside business hours or on weekends, as it can be negative and generate an effect contrary to that intended.

Quick feedback

The feedback from questionnaires done by mobile device are quite positive. This way, your business can conduct satisfaction surveys and receive the intended results in a relatively short time.

Counting on feedback from your customers is something very valuable for your company, since this data brings information that will help improve your products and services. In addition, feedback helps you understand what’s trending in the market and what your customers like and dislike.

To get quality answers, you should ideally provide a more human customer service. Although technology has offered many facilities for daily life and business strategies, it has diminished personal interaction. To differentiate and stand out in the market, the human touch is a way to demonstrate to your audience that they matter and can be heard.

Wide range

Have you ever stopped to think about the amount of mobile phones that exist in our country? Today, the number of lines is around 233,35 million, according to figures released by Anatel, the National Telecommunications Agency. So the reach power of this strategy is invaluable – always remembering to use good practices so that the best results are achieved, as mentioned in this content.

Short messages

Today, people are increasingly looking for solutions that optimise their time. With busy routines, the more objective the message your business delivers, the better. This may even pose a challenge for some types of business, but the 160 characters in text messages is a considerable benefit to marketing because it makes your content concise and explicit.

That way, you won’t force your reader to browse through content that sometimes isn’t even that relevant for that moment and that campaign. The SMS will get straight to the point, without anything else to distract your customer from your main message.

Exclusivity to customers

Are you celebrating a milestone and want to provide exclusivity to your customers in some way? For this, offering exclusive advantages, discounts and promotions via SMS shows that your company is interested in them as a loyal customer, is using technology and is therefore one step ahead of the competition.

This way, you can segment your customer list and still have the chance to get them to recommend your business. Remember that building customer loyalty costs less than attracting them. In addition to allowing them to return to your business to purchase new products and services, word-of-mouth marketing is very efficient for gaining a new audience.

What are opt-in and opt-out?

Now that you already know all the advantages of using SMS marketing in your company, you need to clearly understand the concept of opt-in and opt-out when it comes to having a good relationship with your mailing list and understanding how they relate to this strategy.

Understand what opt-in is

We mentioned the importance of a company using SMS marketing wisely. According to the most basic rules of this area, in order for it to send the messages in a campaign like this, you must have a qualified contact base that is opt-in.

This means that the people who are included for the sending of your information and campaigns need to authorise the receipt of the messages, whether promotional actions, educational content, or any other type of contact.

For this, the most common thing is to keep an updated database of people who are interested in receiving your business communications. A practical way to do this is through the company’s own website: it is possible, for example, to provide some field so that your client or potential client can provide their phone number in order to receive your information and communications.

Thus, we can say that the opt-in is the most common way for a person to enter the contact list of the business, because they will offer their data in order to be kept up to date with what happens in that company. Therefore, the person who does not agree to opt-in will not be able to access your SMS content.

Learn about opt-out

Just imagine the following situation: you, at some point in your personal and/or professional trajectory, needed to register your data in a list to receive SMS marketing about some subject that was important at that moment. However, for various reasons, they will no longer add value to your career. So, just as you signed up to receive the information, you need the business you signed up with to offer you the option to leave that base.

That’s where the concept of opt-out comes in: the ability for you to unsubscribe from that list that no longer provides relevant content. From a business standpoint, it doesn’t make sense for you to keep sending messages to that person who was once interested in your business, but today doesn’t even read the SMS, right?

And the situation can become even more critical, because if the individual can’t find any other way to unsubscribe, they can block your list. This prevents your business from maintaining future contacts and the possibility of re-establishing relationship.

In addition, the fact that he receives unwanted messages can lead to complaints on social networks and / or sites with this purpose, such as Reclame Aqui, damaging the name of your company. In other words, you’ll have more trouble strategising to clear your business’s name than if you have a platform available that allows you to make and manage the opt-out.

What are the different types of opt-in?

Now that you know what opt-in and opt-out are, it’s time to understand the different types of opt-in and how to tailor them to your strategy so that it brings positive results for your business. Check it out!

Double opt-in

As we have already explained, opt-in is the permission offered by the user for the company to send text messages to the device with offers, content and services. As the name implies, double opt-in is the double confirmation of this authorisation. That way, your company will send an SMS to your customer or prospect to let them know if they really want access to those communications.

Among the main advantages of this strategy is the guarantee of a valid database, with no registrations containing wrong or non-existent numbers. This way, they will be discarded, maintaining a list that is more engaged with your content.

These customers will actually have a chance to convert by being informed about your solutions via SMS, as well as answering your surveys more accurately and knowledgeably.

We also highlight other benefits of using double opt-in. Check it out!

Guarantee of interested customers

As said, non-existent or wrong numbers will be excluded. However, double opt-in still ensures that you only have people who are truly interested in your information. This is because, besides offering their contact, they have confirmed this authorisation, reducing spam complaints and ensuring that your contact with that customer can be long lasting and with good results.

Opportunity for additional information

Once your customer or prospect confirms the authorisation, you can send a standard thank you message accompanied by other information. For example, you can present your business, explain the company culture and even immediately offer relevant content and information about products and services.

Soft opt-in

Unlike double opt-in, which is when your company establishes the first contact with the customer, here is a way to ensure that you send communications and information to those who already have some kind of pre-established relationship with your business.

Thus, this option will not rely on a registration in which the interested parties have included their data to authorise the sending of SMS. Here, the relationship already built over time between the two parties will allow the company to make contact via message.

The assembly of this list is usually done through professional contacts, gained at trade fairs and events. In these places, some manager or employee of your business comes into contact with other people to exchange information and ideas.

However, it takes a lot of sense to implement soft opt-in: if an organisation’s representative is going to capture numbers to grow their contact base, they need to talk to people and inform them about the possibility of this inclusion, with the goal of understanding whether or not they are receptive to it.

Adopting soft opt-in or not will depend on the strategy you want to adopt. There are people who believe in its efficiency, while others prefer to bet on sending messages only to that audience that has really demonstrated interest in having this information directly on their device.

Single opt-in

This case is the simple opt-in, as the name implies. That is, no confirmation from your customer will be required.

Among the disadvantages of single opt-in, we highlight that some people may quite justifiably give other phone numbers or numbers with a wrong digit. This way, you won’t be aware if the information you send is not having an open rate or if it’s a data error.

However, if you want to build a solid yet great foundation in a relatively short period of time, this is the best choice.

The question, here, is whether you will have quality in your list if you use single opt-in, as some contacts may not be interested in your content and communications and thus you may lose business credibility.

To discover if this is for you, as with any other marketing strategy, it is essential to design tests and analyse the results. Also, it will depend on your niche audience and the products and services offered.

Just be careful not to use single opt-in only to offer promotions and solutions to your customers.

Focus on presenting relevant content, such as tips about your niche, best practices for your client to do well in that segment, and also take the opportunity to try to gather feedback, as mentioned.

If your company adopts this kind of strategy of educating your audience instead of just trying to sell and offer solutions, the chances of your business being blocked are greatly decreased, increasing the chances of converting your potential customer and building loyalty of those who already consume your products and services.

What should I be careful of with this strategy?

In the SMS market, some care should be taken which, if followed, will contribute to your success. Read on!

The creation of the SMS Marketing campaign

Once you have a solid contact base for sending information and communications, you need to pay special attention to the legal aspects, such as the authorisation mentioned in the content. For the campaign to be efficient, having a platform that sends this information and allows opt-in and opt-out, such as Sinch’s, is essential.

In addition to these services, you can check out other information and strategies to measure results, such as:

  • opening fees;
  • use of corporate SMS that will allow you to send notifications, reminders of promotions, offer discount coupons, in addition to benefits such as the loyalty program;
  • SMS chatbot, which allows the creation of flows with questions and answers for dynamic communication;
  • satisfaction surveys;
  • among other benefits.
  • Identification

Identifying yourself to your customer is a good practice that should be followed so that the strategy has the desired result. This means that the person can read your message already knowing in general terms what that contact will be about.

This will encourage him or her to engage with your brand. Otherwise, your customer may even open and read the message, but your goal will hardly be achieved in the expected way.

The focus

By knowing your customer and fully understanding which approaches are the most sensible to take and which will most effectively achieve the expected result, it will be easier to have a focus for your strategy.

Thus, you need to discover the profile of your audience to understand what language to use, the most interesting subjects and communications to be sent. It’s also important to avoid controversies by segmenting your SMS marketing strategy so you can get closer and closer to a definitive solution for your reader.

The context

A strategy that brings results requires some specific care about the context of the message to ensure audience engagement, answers, where these are required, and measurement of results. Below, we have selected some of them:

  • there are days when you should not send messages, such as weekends and holidays;
  • speaking of polemic themes, avoid subjects that bring about misinterpretations, such as politics;
  • besides identifying yourself, think about the real reasons for the contact;
  • Your company should register all actions and campaigns and measure messages sent and received.


Can you imagine how the credibility of a business can drop if you send a message that is not well written? This is one of the main factors for any marketing strategy. That way, it doesn’t matter if the text is small, because errors can be even more noticeable.

You don’t want to waste the space you have to convey good communications and information with errors, do you? If you make any kind of mistake, your message will probably not be taken seriously by the consumer of your services and products. Also, messages with errors can be mistaken for scams, something common these days.

Spam is often identified by the fact that messages are poorly written or spelled. In other words, don’t risk losing credibility to those customers who have chosen to have your content in hand.

From reading this content, you should now have a better understanding of the advantages of using SMS Marketing in your business strategy, the meaning of opt-in and opt-out, what are the types of opt-in and the main care needed when developing an SMS Marketing strategy.

As you have seen throughout the text, the advantages of adopting SMS Marketing are numerous, and it offers several features. Using it should strengthen the relationship that your company has with your audience, allow you to send communications, do promotional activities and manage to win that customer who already has some contact with your business.

Following on from that, you will be able to write reports and understand which are the most efficient campaigns, in order to invest in those that bring more results.