An “opted-in lead” and a “non-opted-in data record” refer to two different categories of contacts in marketing and communications. The distinction between the two lies in whether the individual has given explicit permission (opted-in) for their personal information to be used for marketing or communication purposes. Here’s the difference:
It’s not a debate about quality or good data vs. bad data. Both deserve a place in your sales & marketing organization. It’s about what purposes each data serves and when you can and can’t use certain data sets. The general best practice is that sales teams use raw data providers for 1:1 outreach. Marketers must use opted-in leads for mass automation and communication.
In summary, the key difference lies in consent. Opted-in leads have provided permission to be contacted, while non-opted-in data records lack this explicit consent. This consent is what drives the price difference between a $2 data record and a $30 lead. It’s generally best practice and in compliance with global privacy regulations to focus on building a list of opted-in leads to ensure ethical and legal marketing practices. In some areas, such as Europe – infringements on these matters can result in a fine of €10 million or 2% of a firm’s annual revenue from the preceding financial year, depending on which amount is higher.
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