Opt-out is a term primarily associated with email marketing and refers to the withdrawal of previously given consent to receiving marketing emails.
Opt-out is an action that withdraws customer’s consent. It is used more widely in the U.S.A., because in the U.S.A. users and customers can receive emails without opting-in. In short, opting-out means withdrawing consent to receive marketing emails. The option of Opting-out should be available to all users at all times.
Denmark, like many other EU countries, must ensure that customers can Opt-out - withdraw consent at any point in time. In addition, in Denmark customers have to Opt-in before a business starts sending them marketing emails. This is quite different from the U.S.A. laws.
Giving customers consent to Opt-out might not sound difficult but when you consider that all Opt-ins and Opt-outs must be recorded, the process becomes more complex. Additionally, all your marketing channels and systems must be compliant with the customer choices. The most important thing is to make opting-out easy and give customers the option in each email the receive.