Opt-in
An opt-in is the moment someone actively agrees to hear from you, and the small form on your site where that agreement is given.
In plain English
Opting in has to be a decision. A ticked box they did not tick, or an address collected for one purpose and used for another, is not an opt-in even if the address is real.
In practice it is a short form: an email field, a button, and one honest line about what they will get.
Why it matters
Legally, in Europe and increasingly elsewhere, consent is what makes the email allowed. No opt-in, no permission.
Practically, it is what makes the list worth having. People who chose to be there open the mail. Addresses that were harvested do not, and they drag your delivery down for everyone else on the list.
How it works
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Something is offeredA guide, a checklist, a discount, or simply the newsletter itself, described honestly.
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The form is submittedName optional, email required. Every extra field costs you subscribers.
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A confirmation mail goes outDouble opt in asks them to click a link, which proves the address is theirs.
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They land on a thank you pageWhich is the best place to ask for the next small step, while they are still paying attention.
One box, one purpose
If someone signs up for a checklist, they signed up for a checklist. Adding them to a weekly newsletter without saying so is the fastest way to teach people to ignore you.