Proca supports a wide range of email consent workflows – from simple high-conversion setups to strict multi-step GDPR-compliant flows. Our partner organisations can choose what best fits their campaign needs, legal context, values, and growth strategy.
🚩When we say “consent” we mean “consent to be contacted by email”. The action form, labels, or campaign type don’t change that — what matters is whether the supporter has explicitly agreed to receive emails.
What’s common to all opt-in options
Regardless of which workflow you choose, Proca gives campaigners control and flexibility:
✅Fully customisable copy
You can edit the opt-in and opt-out text, labels, privacy disclaimer, and link to your privacy policy.
✅Consent is about email contact
Whether you call it a newsletter, updates, or campaign emails – supporter consent covers being contacted by the organisation.
✅ Opting out doesn’t block the action
Supporters can still sign petitions or take actions even if they choose not to receive emails.
✅ Opting out will not unsubscribe existing supporters
If someone is already on your list and chooses “no” on the form, this does not unsubscribe them from your CRM.
✅ Actions are counted immediately
By default, taking the action (signing, sending, submitting) does not require extra confirmation, unless you explicitly configure otherwise. Double opt-in normally applies to email sign-ups only.
✅ Thank-you emails are optional and flexible
Proca widgets can be programmed to send a thank-you email automatically, or you can handle this yourself from your CRM after syncing actions.
✅ Returning supporters get a faster experience
Recognised users don’t have to see the form or fill in their data again. Proca can replace it with a “welcome back” message so they can take action with one click. (Optional and require cookies).
What does the law say?
The most influential law in this area is GDPR (General Data Protection Regulation ) in Europe, but many countries have adopted broadly similar requirement (eg. CAN-SPAM Act in the US or CASL in Canada).
The goal of the GDPR is to give individuals control over their personal data and unify privacy regulations within the EU, explicitly protecting them from having their private information collected or added to lists without their clear, affirmative consent:
- Article 4(11): Defines consent as a “freely given, specific, informed and unambiguous indication of the data subject’s wishes… by a statement or by a clear affirmative action.”
- Article 7(1): Requires controllers to be able to demonstrate that consent was given.
At Proca, we’ve worked with almost 500 organisations, most of them in Europe. We’ve come across many different interpretations of the law, what a clear affirmative action is, and how to demonstrate it. Most of our clients consider that “explicit opt-in” when taking the action is sufficient proof of consent. Some (most often our German clients) go a step further and use the “double opt-in”: a two-step confirmation process, where a user must verify their in-form sign-up via email to confirm consent.
This is not legal advice. Please consult with your lawyer for specifics related to your situation.
Proca supports 10 different opt in workflows.
1. Implicit opt-in
By signing or submitting the action, the supporter implicitly agrees to receive emails. There is no separate choice on the form: the disclaimer text explains this and links to your privacy policy. This workflow isn’t compliant with GDPR so it’s only recommended for non-European groups.
Typical use case: non-EU contexts, legacy lists, campaigns prioritising maximum growth.
Flow: User signs → consent is implied → user is added to email list
2. Implicit opt-in specifically for newsletter or event sign-ups
When the primary purpose of the form is to receive emails (for example, a newsletter, webinar, or event sign-up), you can choose the form with an implicit consent. GDPR provides for some legitimate use exceptions when the intent is obvious, but it is ultimately the choice of your organisation how to interpret the regulation.
Typical use case: newsletter sign-ups, events, webinars.
Flow: User signs up specifically to receive info via email → consent is implied → user receives emails
3. Explicit consent with a pre-checked checkbox
The aciton form includes a checkbox saying “Yes, I want to receive emails,” which is checked by default. Supporters can uncheck it if they only want to take the action, but don’t want to receive any email communication.
This gives the user a choice, but because the default is “yes,” strictly speaking it does not meet GDPR standards.
Typical use case: petition, email to target, and any digital campaign action requiring a signature
Flow: User signs → checkbox is pre-checked → user receives emails (unless they actively opt out)
4. Explicit consent with an unchecked checkbox
As above, but the “I agree to receive emails” checkbox is unchecked by default. If the supporter does nothing, they take the action (sign, submit, etc) but do not opt in to emails. The supporter don’t have to make a choice to complete the action.
This option is fully GDPR-compliant, but typically results in lower opt-in rates than other workflows below which require an active opt in or opt out from user.
Flow: User signs → user optionally checks the box but not necessary to take action → user receives emails only if box is checked
5. Explicit consent with radio buttons (default Proca setup)
This is Proca’s default and usually recommended configuration.
Supporters must actively choose between radio buttons below the action form:
- “Yes, I want to receive emails”
- “No, I don’t want to receive emails”
Nothing is selected by default. Choosing “No” can optionally trigger a short confirmation prompt (“Are you sure?”) with the option for the user to easily change their mind and select “Yes” instead.
This approach is GDPR-compliant and converts 10–15% better than unchecked checkboxes, because the user is required to make an active choice before submitting the action form and completing their action.
Typical use case: any digital action form requiring personal data to complete when the organisation intends to email the action-taker again
Flow: User signs → user must choose yes or no to complete action → optional prompt if no selected → user receives emails only if yes
6. Explicit consent with radio buttons (no confirmation prompt)
Same as above, but without the extra confirmation message when “No” is selected. Some organisations prefer a more neutral, less persuasive UX.
Flow: User signs → user chooses yes or no → choice is applied immediately
7. Mandatory explicit choice with action confirmation
Supporters must actively select one of two options before they can complete the action, for the action to count.
- “I sign and agree to receive emails”
- “I sign and do not agree to receive emails”
This confirms both the action and the email communication consent decision in one step.
Typical use case: a digital action where explicit action confirmation is required or beneficial, e.g. mail to target, official petitions such as citizens’ initiatives
Flow: User chooses consent option → user signs → emails sent only if opted in but action double-confirmed
Adding double opt-in confirmation (optional layer)
Any of the workflows above can be paired with double opt-in, where the supporter must confirm their email address via a follow-up email.
8. Double opt-in after form submission
Only supporters who opted in on the form receive a confirmation email with a request to confirm their subscription. Their email consent is counted only after they click the confirmation link. The action they took counts anyway, no matter if they opt in or out.
This option gives high certainty that email subscribers really want to be on your list, but also lowers the overall opt-in rate and slows down email list growth.
Typical use case: any digital action form requiring personal data to complete
Flow: User opts in → confirmation email sent → user clicks to confirm → email opt-in confirmed
9. Action confirmation email with optional email opt-in
When consent on the form is implicit, the thank-you email can present two choices:
- Confirm action only
- Confirm action and opt in to emails
This separates campaign participation from list growth in a very explicit way.
Typical use case: a digital action where explicit action confirmation is required or beneficial, e.g. mail to target, official petitions such as citizens’ initiatives
Flow: User signs → thank-you email → user confirms action (and optionally email opt-in)
10. Explicit consent + double action confirmation
The strictest setup. The supporter:
- Actively opts in on the form (confirms their action, and optionally agrees to receive emails)
- Confirms the action and optionally the email consent again via email
The action cannot be counted without this double confirmation. But to be able to confirm their action, users must first also agree to receive emails. The thank you email offers them an option to confirm their action but immediately unsubscribe from receiving any more emails.
Typical use case: a digital action where explicit action confirmation is required, such as official citizens’ initiatives. Used by organisations with very conservative legal interpretations or internal compliance requirements.
Flow: User opts in → confirmation email sent → user clicks → email opt-in or opt-out
Here’s a table to help you compare the options quickly:
| # | Workflow name | GDPR compliant (EU) | Explicit user action required | Conversion impact | Typical use case |
|---|---|---|---|---|---|
| 1 | Implicit opt-in | ❌ No | ❌ No | ⭐⭐⭐⭐⭐ Very high | Non-EU campaigns, legacy practices |
| 2 | Implicit opt-in for newsletter / email sign-ups | ❔ Maybe (exception) | ❌ No | ⭐⭐⭐⭐ High | Newsletters, events, webinars |
| 3 | Explicit opt-in (pre-checked checkbox) | ❌ No | ⚠️ Optional (opt-out) | ⭐⭐⭐⭐ High | Transitional setups, non-EU contexts |
| 4 | Explicit opt-in (unchecked checkbox) | ✅ Yes | ⚠️ Optional (opt-in) | ⭐⭐ Low | Strict compliance-first organisations |
| 5 | Explicit opt-in (radio buttons, default Proca) | ✅ Yes | ✅ Yes (active choice) | ⭐⭐⭐⭐ Medium-high | Recommended default for EU NGOs |
| 6 | Radio buttons (no “are you sure?” confirmation) | ✅ Yes | ✅ Yes | ⭐⭐⭐ Medium | Neutral, non-persuasive UX preference |
| 7 | Mandatory explicit choice (can’t sign without choosing) | ✅ Yes | ✅ Yes (required) | ⭐⭐⭐ Medium | Clear consent audit trails |
| 8 | Double opt-in after form submission | ✅ Yes | ✅ Yes (email click) | ⭐⭐ Low | Conservative legal environments |
| 9 | Action confirmation email with optional email opt-in | ✅ Yes | ✅ Yes (email click) | ⭐⭐ Low | Separating action from list growth |
| 10 | Explicit consent + double action confirmation | ✅ Yes | ✅ Yes (twice) | ⭐ Very low | Maximum legal certainty |