A recipient must have formally requested to be sent an email, usually via a small tick box as part of the terms and conditions. This then becomes part of a Permission Based Marketing programme because you have been invited to send information to the recipient.

Opt-Out is considered to be very close to Spamming by many Internet users. It requires you to say that you do not want to be sent any email, rather than requesting it. It assumes permission unless otherwise told by the user which is why it is considered far less ethical than Opt-In.

Organic, or Natural, Results are those listings appearing on search engines that have not been paid for. The search engine has applied its algorithm and analysed the indexed pages and decided these are highly relevant results to the search term.

An Outbound Link is a link to a website outside of your site. You may include these if you feel they are particularly relevant to your target audience.