Opt-In and Opt-Out Best Practices
Master the art of growing your list while respecting subscriber preferences.
Opt-In & Opt-Out Best Practices
Your opt-in process determines list quality. Your opt-out handling determines legal risk.
Opt-In Best Practices
Be Clear About What They're Signing Up For
Good: "Get weekly deals & new product alerts from [Brand]. ~4 msgs/month. Msg & data rates may apply. Reply STOP to cancel."
Use Double Opt-In
After sign-up, send: "Reply YES to confirm your subscription to [Brand] texts."
Make the Value Proposition Clear
"Join our VIP text list for 15% off + early access to sales."
Opt-Out Best Practices
Honor All Variations
Process these immediately: STOP, UNSUBSCRIBE, CANCEL, END, QUIT
Send Confirmation
"You've been unsubscribed from [Brand] texts. You will receive no more messages. Reply JOIN to resubscribe."
Never Re-Add Without New Consent
Once someone opts out, they're out until they explicitly opt in again.
Managing Preferences
Consider offering options:
"Reply 1 for deals only"
"Reply 2 for events only"
"Reply STOP to unsubscribe from all"