Single or Double? How To Choose an Opt-In That Will Do the Trick
You are going to do email marketing of your business. The most important step in this regard is building your email list. Without an audience, how can you send your marketing campaign and to whom? The bigger your email list is, the better your email marketing results and your campaign's more success.
You must be thinking of building quite a strong email list to send emails in bulk for more conversions. Before sending an email marketing campaign to your subscribers, you need to get permission from them if they want to get promotional emails from you or not. After securing approval, you can add your subscribers to the email list. Moreover, it is also compulsory for every email marketer in many countries, like the CAN-SPAM Act in the USA and CASL in Canada, to seek the receiver's consent before sending an email marketing campaign. Rules vary from country to country, but it is ethically recommended to take permission before sending out an email campaign.
Have you ever filled some form where it is mentioned that you will agree to receive an email from my organization when you are done with filling the form?
However, there are two methods of taking permission for building an email list.
- One is a single opt-in
- The second is double opt-in.
- People enter their information in the form, including their email address, and the marketers get the email address from the subscription form and add it to the email list. The customer does not need to confirm any other confirmation email before receiving the marketing campaign's email marketing campaign.
- This is a single-step process, no fuss involved, and a fast way of getting emails from the relevant audience. In this method, the rate at which subscribers increase is high.
- However, there are some downsides toa single opt-in method of building an email list. As there is no second step involved in the verification of email address, the users might put the wrong email for the sake of just filling the form or getting the value you are providing in return for their email address. This can corrupt your email list with invalid email addresses that are actually of no value to you. In some cases, such emails can bring more harm than good.
- Some people may also subscribe to your email newsletter just for the information they can only get after filling the form. In reality, they are not interested in receiving emails from you.
- Moreover, you can also get caught up in some spam trap. The probability of getting spam is higher in a single opt-in because you don't even confirm if the email is accurate and not invalid, outdated, or spam trap. For checking the cleanliness of your mailing list and the transparency of your email list building criteria, some spambots send bogus subscribe through bogus emails. This makes you highly vulnerable to getting your emails blocked or end up in the spam folder. This affects the email deliverability and hence the reputation of your email-sender before internet service providers.
- If this issue persists, the sender domain's reputation suffers very badly. The ISPs blacklist such domains because they need to ensure their client's mailbox's security to keep it safe from malicious content.
The real trick is in figuring out the right subscription opt-in method for you.
Single Opt-In
A subscriber starts receiving emails immediately after signing up for the email newsletter in a single opt-in form. There is no extra step involved, or any other permission is required before sending emails to the subscriber in a single opt-in.
Pros
Cons
Double Opt-In
Many email marketers believe in quality work to get the quality result, and hence they send confirmation emails to their subscribers who have once filled their subscription form. The confirmation of subscription after the person has already signed-in is called double opt-in. This makes sure if the client wants to hear from you or not.
The subscriber is not immediately added to the email list exactly after filling the subscription form. Rather they are asked to confirm through a confirmation email to affirm if they want to get the updates and emails from the brand in the future or not. If the subscribers validate through the confirmation emails they wish to receive, they are added to the email list. This ensures the quality of your email list.
Pros
- A double opt-in subscription ensures that people have accurately entered their information in the subscription form. This makes sure that the emails won't face hard bounces on sending the email campaign to such an email list.
- Moreover, it confirms that the email list has an active audience and is really interested in receiving emails in the future. This indicates that you won't receive spam complaints against you, and your quality will be maintained.
- It also maintains the reputation of the sender domain because of no spam traps in the mailing list.
- When people deliberately confirm the subscription, the email open rate, click rate, engagement, and conversion rate. Hence, helping you generate more revenue and better return on investment.
Cons
However, double opt-in has some drawbacks, like very few people confirm the subscription; hence, building a mailing list is something of an effort.
So, it isn't easy to build a mailing list in a double opt-in subscription.
Which one is right for you?
If you are confused about the type of email opt-in you need to opt for, it all depends on marketing priorities, but to have a lasting impact and better engagement, double opt-in is preferable.
If you want to do double opt-in following is a method through which you can confirm the subscription of your client.
- Signup form
- Sign up Thank you page
- Confirmation email
- Confirmation email thank you.
Through this method, you can customize your signup process and leave a lasting and good impression on your audience's mind. If you face any difficulty in sending double opt-in or need any help, you can consult the CBT mass email sender.