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SubmitShould You Use A Double Opt-In Process?
By Stacy Karacostas
Expert Author
Article Date: 2008-06-17
Over the last year or so, I've helped a few of my clients move their email lists to a new service. Usually, we've moved them to the more robust, feature-filled 1shoppingcart autoresponder and e-commerce program.
I use and love this program because it lets me integrate my shopping cart with my email autoresponders. So I can send out specific follow ups after people purchase something (Check it out here).
What I don't love is the process of moving a list.
There always seems to be a technical glitch. And one of the biggest problems is that a lot of folks are moving from a single opt-in system to a double opt-in system. And when they do, they loose subscribers (usually about 50%!).
In case you don't know what double opt-in means, I'll explain
When you sign up for my weekly e-newsletter and free report "The 7 Deadliest Small Business Marketing SinsAre You Guilty?" I send you a second email right away asking you to confirm your subscription (if you haven't read it yet, you can grab your copy here).
So you opt-in once by entering your name and email, then again by clicking the confirmation link. Thus creating a "double opt-in".
This is a minor inconvenience most of the time. But it prevents people from getting email they don't want (IE Spam). It keeps you from being labeled a spammer. And it keeps other people from signing someone else up without their permission. All good.
However, it is a huge pain in the butt when you're moving a list. And your subscribers may feel somewhat annoyed. Because they signed up a long time ago (probably through a single opt-in system), and don't understand why they have to confirm their subscription now.
It can also cost you subscribers because some folks might not receive the confirmation email (it could end up in their junk mail folder by accident). Or they may forget to click the link. Or even be afraid to.
It's been such a pain that I decided to do a bit of research and see if it's still considered the best way to go. Especially since you CAN use 1shoppingcart without setting up a double opt-in if you want, thought they really don't recommend it.
Bottom line? From everything I've read you really do want people to double opt-in.
Why? A bunch of reasons...
#1 Because it keeps you from being labeled a spammer and getting your site blacklisted forever.
#2 At least in 1shoppingcart, your double opted-in list is going to get first priority in terms of delivery.
#3 In virtually all email systems, you get a better delivery rate if your list has done the double opt-in dance.
#4 Even though you might lose a bunch of subscribers, the ones you are left with are the ones who are active. And they are the ones who really value the emails you send. Which means they are going to open and read them more often than notAnd be more likely to buy something from you as a result.
So, I'm going to keep using, and recommending, double opt-ins.
Anybody out there have any other thoughts on the subject?
If so, I'd love to knowPlease post a comment below.
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About the Author:
Practical Marketing Expert Stacy Karacostas, founder of SuccessStream Sales & Marketing Solutions, specializes in taking the stress, struggle and confusion out of growing your small business. She's the author of the 2-page marketing plan workbook Putting Your Business on the Road to Success, and The Small Business Website Bible. Stacy also writes the fun and informative Marketing Junkie blog and Bright Ideas weekly newsletter.
For more practical, business-building wisdom help yourself to a copy of her free report The 7 Deadliest Small Business Marketing Sins... Are You Guilty?