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Ever wonder about opt-in and confirmed opt-in? Find out here.
Truth be told, opt-in can be a bit confusing. There are two
types: opt-in and confirmed opt-in. So, which one do you choose for your
email marketing campaigns? We explain it here:
Opt-in vs. confirmed opt-in
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Opt-in
Opt-in, also known as single opt-in, is the practice of getting
permission before emailing people on your list. There are many ways
to do this, from gathering email addresses at your shop or company
to using a list builder on your Website. The fundamentals of opt-in
are a) you got permission to email your customers, and b) that permission
is for you and only you to email them. A good example of opt-in is
the use of a list builder. With a list builder, also known as a sign-up
box or form, a customer can visit your site and enter their email
address and other info in the list builder, giving you permission
to email them. Opt-in is the bare minimum of permission. We prefer
you use confirmed opt-in. |
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Confirmed opt-in
Confirmed opt-in, also known as double opt-in, takes permission
one step further. Not only do you get that first step of permission,
but you also use a second step to confirm your email subscribers'
sign up. You can do this via email. A typical situation would be if
you put a list builder on your Website. Once a customer enters their
information so you can email them, you would send them an email asking,
once again, if they're sure they want to receive emails from you.
If they're sure, they'll click on a link in this email that confirms
they want to receive emails from you. Confirmed opt-in is the gold
standard for email marketing. It not only cuts back on fraud, but
it gives you more ammunition if you were ever hit with a spam complaint.
If an email or Internet service provider contacts you and says one
of your customer reports that you're sending spam, you can send them
the confirmed opt-in email with evidence that they indeed clicked
on the confirmation link. This can help you avoid being blacklisted.
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Customers signed up
for list via Opt-out
This is particularly insidious. This is when you sign up for an email
list only to see various (sometimes pre-checked) boxes asking you
if you want to also receive emails on various subjects (fly fishing,
electronics, you name it). The biggest problem? Many times the customer
does not remember signing up for a specific email from you, even if
it falls under the category that happily check marked in the not-so-distant
past. |
While every successful email marketing campaign counts on
permission, your best bet is to use confirmed opt-in with your email lists.
If you're nervous that your customers will forget the confirmation email
and not click on the link, just put a note in your list
builder that tells customers that they should expect an email from you
confirming their subscription.
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