Overview
Subscription is how a contact opts in to receive messages, and opt-out is how they stop. In Mapp Engage, subscription is handled at the group level: a contact becomes an active, messageable member of a group by opting in, and leaves that active state by opting out. The contact and their history stay in the system.
This page explains how opt-in and opt-out work. For the other ways a contact can be stopped from receiving messages, such as deactivation, blacklists, removal, and anonymization, see How a Contact Stops Receiving Messages.
Opt-in
Opt-in records a contact's consent to receive messages in a group. Mapp Engage supports two approaches:
Single opt-in: the contact is added to the group and is immediately eligible to receive messages.
Double opt-in: the contact receives a confirmation message and must confirm before becoming active. This provides stronger, auditable consent and is recommended wherever proof of opt-in is required.
To set up double opt-in, see Set up Double Opt-in with the Email Channel. To control the pages a contact sees during opt-in, see Customize the Subscription Link for Opt-In.
Opt-out
Opt-out, also called unsubscribe, removes a contact from the active audience of a group. The contact stays in the system and keeps their history, but no longer receives messages from that group. A contact can opt out of a single group or, through automation, of all groups. Opt-out is reversible: the contact can resubscribe or be added to the group again.
Related
How a Contact Stops Receiving Messages compares unsubscribe, deactivation, blacklist, removal, and anonymization side by side.
How Contact Deactivation Works explains automatic suppression based on deliverability.