Opt-in rate is the percentage of people who actively consent to receive marketing communications during a sign-up flow, such as ticking the unticked marketing checkbox on a WiFi splash page.
Opt-in rate is the percentage of people who actively agree to receive marketing when given the choice. On guest WiFi it is measured at the splash page: of everyone who completes the sign-in, how many also tick the (unticked) marketing consent box.
Opt-in rate = marketing opt-ins ÷ completed sign-ins × 100. It is worth tracking separately from capture rate (how many connecting devices complete the splash page at all): a venue can have excellent capture and a weak opt-in, which usually points at the consent wording rather than the WiFi.
Under GDPR and PECR, consent must be freely given, specific, and unambiguous: the box must be unticked by default, and the WiFi itself should not be conditional on marketing consent, because forced consent is not valid consent. The compliant playbook is to let everyone connect, make the marketing opt-in genuinely optional, and earn the tick with a clear benefit. Venues that do this well typically see a large share of guests opt in anyway - a smaller, consented list that actually opens emails is worth far more than a large list collected on shaky grounds, both for deliverability and for the audit trail.
WiFi email capture is the technique of collecting a guest's email address as a condition of free WiFi access, typically through a captive portal's sign-in form, so the venue can send marketing communications afterwards.
A splash page is the branded web page a captive portal shows a guest when they connect to a venue's WiFi, presenting the sign-in form, terms of use, marketing opt-in, and any promotional content before internet access is granted.
GDPR & guest WiFi refers to the UK and EU data-protection rules that apply when a venue captures personal data via a captive portal - requiring lawful basis, opt-in consent, an accessible privacy notice, audit trail, and the right to erasure.
PECR (the Privacy and Electronic Communications Regulations 2003) is the UK law governing electronic marketing messages, cookies, and similar technologies, requiring prior opt-in consent before a business sends marketing emails or texts to individuals - including contacts captured via guest WiFi.
Capture guest emails, run automated email/SMS campaigns, and grow Google reviews - all from your existing WiFi.