Opt-in Rate

The opt-in rate refers to the percentage of individuals who willingly agree to receive communications or notifications from a business or organization, typically through subscribing to email lists, push notifications, or other marketing channels. Gaining opt-in rate consent before messaging is a legal need for certain channels.


What is opt-in rate?


The opt-in rate represents the percentage of users who voluntarily agree to receive communications from a specific channel. By requesting users to opt-in, businesses reduce the likelihood of users blocking notifications or deleting applications. Additionally, it contributes to higher message click-through and conversion rates as users anticipate communication from the brand.


How to calculate opt-in rate?

To calculate the opt-in rate, you would typically divide the number of individuals who opt-in to receive communications by the total number of users who viewed the opt-in prompt, and then multiply the result by 100 to express it as a percentage.

It can be represented as:

Opt-in Rate= total number of opt-ins/ Total number of visitors who had the opportunity to opt-in

For example, if you had 400 users presented with the opportunity to opt-in, and 150 of them chose to do so, the opt-in rate would be:

Opt-in Rate= 150/ 400= 37,5%

So, the opt-in rate in this scenario would be 37,5%.


What is a good opt-in rate?

A good opt-in rate can vary depending on factors such as industry, target audience, and the specific channel or platform used. Generally, opt-in rates above 15-20% are considered good, but what constitutes a "good" opt-in rate ultimately depends on the context and goals of the marketing campaign.

It's important to compare with industry standards and aim for better results by focusing on your goals and tracking performance.


How to increase opt-in rate?

  • Clear Value Proposition: Clearly communicate the benefits of opting in to users.
  • Simplified Opt-In Process: Make the opt-in process quick and easy.
  • Incentives or Rewards: Offer rewards like discounts or exclusive content for opting in.
  • Opt-In Placement: Strategically place opt-in prompts for better visibility.
  • Social Proof: Use testimonials to build trust and confidence in opting in.
  • Personalisation: Tailor opt-in messages to match user preferences and interests.