Double Opt vs. Single Opt Autoresponders
December 22nd, 2008
Should you use double opt-in or single opt-in when building your list? Opinions vary, so let’s look at the specifics.
First of all, the term “opt in” means to choose actively to join a mailing list.
Single opt-in subscribers have either sent an email to your responder or filled out a Web form to join your list. Double opt-in subscribers have taken this first step, plus have also clicked on a validation link sent via email to confirm their desire to subscribe.
Contrary to what many people say, email marketing laws do not specifically state the requirement to double opt-in. However there is speculation that this rule will emerge in hard copy some day.
While a double opt process will mean losing a few subscribers who don’t get the validation email or who change their mind, the benefit is double protection from false spam complaints. People who confirm their request know they asked for your emails… most of the time.
The truth is people seem to lose an average of 30 IQ points the minute they logon to the Web. So you will get spam complaints even from the occasional idiot who double opted and then forgot; it’s just a part of email marketing that you need to accept.
But double opt will protect you and others from abuse. You may think it’s odd (I sure do) but this really does happen: Someone sees your Web form and enters someone else’s name and email address!
When this happens the third party who has been signed up without consent may well cry “SPAM”! Of course this is rare, but be aware it can happen.
On the down side, in many non-business niches people do not understand the double opt process. Consequently you’ll lose almost all your subscribers when you try to verify them!
And certainly you don’t want to be required to double opt a mailing list you are just moving to a new autoresponder service. This too will cause you to lose many readers!
In conclusion, you’ll likely find a balance is in order. You just need to choose when it’s best to use single opt-in or double opt-in.
People in the online marketing world don’t like hearing this, but we need to use our brains and make grown-up choices on the fly sometimes. It’s just part of life, and it helps us perfprm better as marketers as well.
I hope you’ll use this information to make your own choice regarding single opt and double opt marketing.
Categories: Autoresponders | Tags: Autoresponder service, Autoresponders, double opt-in, List Building, single opt-in
