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Confirmed opt-in, or double opt-in, can build your email marketing rep,
improve your deliverability, and cut back on spam complaints.
If you're serious about email marketing, you know that reputation
is everything. Your email marketing campaign success will depend heavily on
following the rules: getting opt-in permission, honoring unsubscribe requests
and following good email marketing practices. But when it comes to permission,
there really is only one method – confirmed opt-in – that delivers
the reputation you strive for. Here's a quick guide to confirmed opt-in.
How does it work?
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A customer signs up for your email or email newsletter service. |
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You send the customer an email with a link they can click on to
confirm their subscription. |
Once a customer clicks on that link, you have total, confirmed opt-in
permission. If they don't click on the link, you should not jump ahead
and email them.
The benefits:
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It cuts back on fraud. If people
sign other people up without their knowledge, you may get hit with
a spam complaint. However, with closed opt-in, only the person who
signed up can confirm the subscription. |
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It improves your delivery. Email
and Internet providers are less prone to filtering out emails that
use a confirmed opt-in method. |
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It gives you proof. On occasion,
a confirmed opt-in customer will forget that they signed up for your
HTML email or newsletter and, in turn, report you as a spammer. That
clicked confirmation link is fantastic proof showing that your customer
did indeed opt in. |
While it might seem a bit excessive to send
a confirmed opt-in email, the practice can deliver three major things:
more customer trust, a better email marketing reputation and a solid, permission-based
frame work that leads to better delivery.
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