Let’s talk about exactly what opt-in and double opt-in email marketing is and which one is right for your business.
Opt-In Email Marketing
This is when a customer chooses to be put on your list, normally by putting their name and email address in a form on your website or some other site or page that you control.
Double Opt-in Email Marketing
This is when a customer chooses to be put on your list. They would fill out the form, and then an email would be sent to them. They must then further click on the link in the email to confirm that they want to be on your list.
So which is better?
From a liability standpoint, double opt-in email marketing is better. If you can prove that someone who had access to that email address clicked on a link to say they wanted your emails, you’re not going to get prosecuted for sending out spam emails.
However, according to iContact.com’s best practices paper, 40% of people never click on that confirmation link.
That seems high to me, but they have the numbers and I don’t.
The paper goes on to say that this could be good or bad. It could be bad because losing 40% of your potential customers is a big deal. It could be good because your email list will be more targeted – focusing only on those people who really want your information.
If this issue of possibly losing 40% of your subscribers off the bat wasn’t there – I would say that double opt-in email marketing is the obvious choice in virtually all circumstances.
No chance of being seriously accused of being a spammer is always better than some chance.
But the issue is there, so how could you minimize it? How could you get more people to LOOK for your confirmation email and make sure they click on it?
Offering a killer info or other giveaway would be one way. One that people really want to have. Maybe a coupon or coupon code that they don’t get access to until they are confirmed.
Maybe some fantastic insider tips. Something great!
Honestly, the Opt-in or Double Opt-in Email Marketing choice is going to be different for every company. All of my lists are double opt-in, but that doesn’t mean it’s right for you.
Now that you know the risks and the benefits opt-in email marketing and double opt-in email marketing, you can make a choice, but remember, at any time you can change that choice and try it the other way to find what works best for your business and still let’s you feel comfortable with your choice.