Trying to decide if you should include a double opt-in for new email subscribers? While once a popular way of adding contacts to a mailing list, the use of double opt-in – or confirmed opt-in – is on the decline.
There are pros and cons to both single opt-in and double opt-in, so let’s dig in so you can decide what’s best for your business.
What is double opt-in email marketing?
A double opt-in is when a contact submits a subscribe form and is then sent a confirmation email where they are asked to click a link to officially join the mailing list. The main benefit of this method is the immediate validation of the email address – leading to better deliverability.
A single opt-in is when a contact submits a subscribe form and is immediately added to the mailing list. The main benefit of this method is ease of use – you’re making it as easy as possible for contacts to receive your emails.
While this strategy is great in terms of making sure that anyone who expresses interest in your business receives more information, it also comes with the possibility of bad addresses, spammers, and mild interest, which could lead to deliverability issues and lower engagement.
Why use double opt-in
Double opt-in for email marketing can lead to higher engagement by qualifying the contact and their interest. While those are great advantages of using double opt-in, you also run the risk of confirmation emails being ignored or buried in the inbox, which results in potential contacts (and potential customers) stuck in limbo, awaiting confirmation.
When deciding which route to take for your subscription forms, weigh out the pros and cons based on your business and the audience you are trying to attract.
For instance, B2B businesses might find the double or confirmed opt-in a better model to market to an interested and qualified audience, which would hopefully result in sales. On the other hand, many B2C businesses are looking to increase brand awareness and market to as many people as possible, so a single opt-in might work best.
3 tips for double opt-in email strategy
- Take the time to think through which type of opt-in makes the most sense for your business and the audience you want to market to.
- Whether you’re using single opt-in or double opt-in we recommend sending a welcome email to all new subscribers.
- If a double opt-in strategy is the best choice for your business, make sure the confirmation email is well-designed with a clear subject line and recognizable sender address.
If you’re ready to start building a double opt-in system for your new email subscribers, make sure to check out the tips below but if you need some help getting started, we have a whole post on how to create a confirmed opt-in campaign.
With Delivra, you can design and automate a compelling confirmation email that will drive the success of a double opt-in strategy. You can also lean on the expertise of our team to guide you through which opt-in process makes sense for business goals and how to optimize the content you send subscribers.
Book a demo to get a full overview of Delivra’s services and learn more about how we can connect you to your customers.