Email campaigns are only as good as the subscriber list that is getting the messages. When it comes to building that list, getting permission from your receiver is a critical component. There are two methods of opt-in practiced by email services:
Single Opt-In
Some email services allow for single opt-in–meaning one action that will add you to the database. The subscriber can fill out a form or you can copy and paste your email list directly into their database. This method operates on the assumption that you have done your due diligence, and have confirmed that your list wants to receive your information. There is no doubt that this is a convenient way to go; for the list owner and for the person subscribing, there is very little additional work that needs to be done.
The Double Opt-In
Double opt-in, on the other hand, requires that your receiver add their email address themselves (via a form on your site). Once they’ve done that, they will receive an email that they have to open and then click a confirmation link in order to be added. If the list owner wants to import a list of contacts, each email address they enter will then receive a confirmation email requiring the receiver to click the confirmation link before they are added.
Enter the Sword
If the list is the gold, then success happens when you have a large list of quality contacts who are interested in your services and motivated to get your information.
Looking at the Downside
To the list owner, the double opt-in process can seem cumbersome, unfriendly, and well…a hassle. List owners want to eliminate as many obstacles as possible for the subscriber. Having to wait for a confirmation email just doesn’t fit the bill for convenience. If you have been collecting your contacts for a while and are finally ready to add those contacts to your database, the double opt-in can lead to drastic list atrophy.
Looking at the Upside
Every double-edge swords has a good side, and this is it: double opt-in practically guarantees that your subscribers are motivated and interested in getting your information. The people who jump through that additional email confirmation hoop are chomping at the bit to get at the information you have to give them. When you look at list atrophy from an imported list, you can be glad for it! Double opt-in effectively separates the wheat from the chaff and makes your list even more concentrated.
Is Double Opt-In Worth It?
Double opt-in is not for everyone. If your primary objective is to get as many email addresses as possible, good or bad, then you won’t want to go through the trouble. If your subscribers are typically lazy and unmotivated, double opt-in probably won’t work.
On the other hand, if you want to make your list as strong as possible so every time you send an email with an offer your phone starts ringing and sales start rolling in, then double opt-in is a good way to go.
In the end it becomes a matter of quality over quantity, and double opt-in wins the quality race hands down.
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About the author: Jeune Ortiz is VP of Marketing and Creative Director at future-ink. With more than 20 years of experience in graphic design and marketing, Jeune brings extensive knowledge and creativity to each website and internet marketing solution to grow your business.
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