Opt-in/Opt-out stategies are debatable among many groups. This is not meant to be
the definitive explanation.
Opt-in / Opt-out refers to the mechanism used by content providers to allow users to signal their interest in receiving information (or other content) from the content provider. They are used to develop permission-based marketing programs, as well as other forms of information/content. Users have to be careful when transacting with a content provider. With less reputable sites, the site can be design the transaction so the user automatically opts-in to receiving marketing information. Sending unwanted e-mail to users who do not give permission is known as
spam.
With a (single) opt-in process, an address is automatically added to the relevant email distribution list as soon as it's submitted, for example through a sign-up form at a website. However, some people might submit their address inadvertently, and some may have their address submitted for them, against their wishes.
Double opt-in is an extended kind of opt-in that tackles these issues. With double opt-in, the submitted address is not immediately added to this list. Instead, an email is first sent to the address, requesting confirmation that this address should indeed be added to the list. If the recipient of the confirmation request does nothing, then the submitted address is rejected. The address is only added to the distribution list if the recipient responds to the confirmation email.
This procedure pretty much solves the problems described above. If someone changes their mind or didn't want the address submitted in the first place, then they just ignore the confirmation mail.
The downside for publishers is that double opt-in can also lead to genuine submissions being rejected. Some people simply fail to see, read or act on the confirmation request, particularly if they are unfamiliar with email and subscription procedures. This "leakage" is also why some people argue that double opt-in is a step too far - that it adds an unnecessary inconvenience for people wishing to receive particular emails. They argue that (single) opt-in, while not perfect, is adequate enough.
Opt-out is an approach to list building in which e-mail addresses are included in e-mail distributions until they specifically request not to be subscribed any longer. This method is not recommended and may in some cases be illegal.
This is by no means the authoritative discussion on Opt-in / Opt-out, but hopefully it provides a good base of information on the topic.
Back to the Questions
"Spam", when used in an email context, usually refers to irrelevant, inappropriate, or unsolicited email.
Quite literally, books can be (and have been) written dealing exclusively with spam, but for brevity, we use a humble definition.
SPAM®(™?,©?) is also a
spiced h
am food product of
Hormel Foods.
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