Every marketer dreams of having a large, responsive list to mail to, but lists are built one contact at a time and although it is generally accepted that double opt-in is the way to go some marketers argue that single op-in is the better choice. This can make things rather confusing, especially for newbie internet marketers contemplating building their first list.
Single Opt-in and Double Opt-in Email sign-ups—what’s the Difference?
In email marketing the term ‘opt-in’ refers to the method used to allow people to add their names to the list.
The single opt-in option makes it very easy for them to do so. It’s just a case of adding their name and email address to the opt-in sign up form and hitting send.
The double opt-in option adds an extra step to the process because after new sign-ups have sent their details they receive an automated email asking them to confirm they wish to join the list by clicking a link in the email. This extra step prevents other people (sometimes maliciously) attempting to add someone’s name to the list, and helps ensure new subscribers are more likely to have a genuine interest in receiving future mailings. It also protects from allegations of spamming, but some marketers fear the extra step can result in lost sign-ups and hinder the list building process.
Which is the Better Way to Go?
There are valid arguments for and against each method, but double opt-in email lists tend to be more responsive than their quicker and easier counterparts and although a few sign-ups may be lost due to the process the lost sign-up are more likely to be of the tire-kicker variety so they are unlikely to be missed. Bearing in mind the business-busting repercussions of spam allegations though, the extra protection provided by the double opt-in process is easily one of its biggest selling points.
We’ll delve a litter further into the pros and cons of each option in the next article.
Donal O’Sullivan is a commercially focused Digital Marketer with 10+ years experience helping B2C & B2B clients. Donal has worked with many small to large enterprises locally and internationally and has a proven track record of driving revenue gains and brand awareness through integrated campaigns both Online & ATL.
In his previous role Donal worked for AXA Insurance, Ireland’s leading Insurance company. He was responsible for the strategic and day-to-day management of the AXA brand for business generation in their online channels.
Donal lives and breathes digital and will help you identify real opportunities by concentrating on data driven analysis to guide commercially focused marketing and optimisation decisions across: Acquisition, Conversion & Retention