What is a opt-in?
The key word is active. A pre-ticked box, a buried line in the terms or an email copied from a profile is not an opt-in. The person has to do something themselves, like typing their email after you tell them what they will get. That is also why opt-in lists perform better: everyone on them asked to be there.
In India, the Digital Personal Data Protection Act, 2023 says consent has to be free, specific, informed, unconditional and unambiguous, with a clear affirmative action, and limited to the purpose you stated. In plain terms: say what you collect and why, use it only for that, and let people withdraw. Its duties are being phased in, so check the current position with a lawyer. This page is general guidance, not legal advice.
Instagram has its own version of the idea. Meta's Messaging API docs let a business account send normal DMs only after the person has messaged it, and only within 24 hours of their message. A comment on your post allows one private reply. Cold DMs to people who never reached out are not allowed, and repeated unwanted messages can count as spam under Meta's spam rules.
theZio's email capture works as an opt-in inside the DM. A fan comments your keyword, and the DM asks for their email in your own words, for example "Reply with your email and I'll send it over." An email is saved to your contacts only when the fan types it back, so it is given by them, to you, the creator. Fans who skip it still get what you promised. Say in the ask what the email is for, and read how to collect emails with a DM lead magnet or see email collection.
Example
ExampleA fan replies with their email after the DM says "I'll send the guide and a weekly tip".
Questions people ask
What is opt-in marketing?
Opt-in marketing means you only send marketing messages to people who actively agreed to get them, for example by typing their email after you told them what they would receive. They can withdraw that agreement at any time.
Is typing an email in an Instagram DM a valid opt-in?
It is a clear, active step by the fan, which is what an opt-in needs. Make it informed: say in the same message what the email is for, use it only for that, and put an unsubscribe link in every email. This is general guidance, not legal advice.
What is the difference between single and double opt-in?
Single opt-in adds a person as soon as they give their email. Double opt-in sends a confirmation email first and adds them only after they click it. Double opt-in keeps typos and fake addresses off your list.