Justin Harrison

It seems that every internet marketing guru is touting double opt-in or confirmed opt-in, as the way to go with email list management these days.

Before we get into this debate, lets fist single out the difference between opt-in and double opt-in (also know as confirmed opt in).

Opt-in, is when someone enters their details in a web form and thereby requests to be on your list, other forms of opt-in are also available such as written opt-in, requested opt-in and a few others. However this basically means that the person on your list has “opted’ to be on your list, and that you have some from of proof that they did so such as a web form footprint, etc.

Double opt-in or confirmed opt-in is when someone requests to be on a list via the normal single opt-in method, however you as the list owner send a request via email for the new member to confirm their request, this is know as double opt-in or confirmed opt-in.

Double opt-in or confirmed opt-in came about due to the number of FALSE-POSITIVE spam complaints received by list owners.

There is no doubt that, double opt-in or confirmed opt-in, does indeed increase the quality of a list and the responsiveness of that list, additionally it also dramatically reduces the number of false spam complaints.

That said it has and adverse affect on building a list quickly, since many people wont confirm their requests, about 60% depending on the offer, business, product etc. So it’s fair to note that using double opt-in or confirmed opt-in may result in you the list owner leaving allot of money on the table.

On the other hand using single opt-in is equally as risky, where 1 false spam compliant can literally put your entire business on hold, even if you run a 100% legitimate opt-in list. In this industry the list owner is considered guilty until otherwise proven.

It is my advise to make your decision with caution, however I personally use single opt-in, and I know for a fact that this not only gives me greater exposure, but puts more sales in my check out line at the end of the day.

If you decide to use single opt-in, there are a few cardinal rules (in my book anyway) that will help you reduce false spam complaints, and increase the quality of your list without driving people nuts with double or confirmed opt-in.

Single opt-in List Strategies:

• Place your unsubscribe link at the top and bottom of all emails to ensure that all new subscribers know exactly how to opt out, yes you will have a higher opt-out rate, but you will have less spam complaints.
• Send an email to the new subscriber immediately after they register, reminding them who you are, and how they arrived at your list.
• Don’t SELL HARD in your emails, add value, and build a relationship with your list.
• Don’t email more than 6 times a month.
• Don’t email less than 2 times a month.
• Manage your bounced mails and look at the reasons why your email is bouncing.

Email marketing is still an effective tool and always will be, but you need to become more proactive about how you approach list building and list management.

Good Luck and Happy Marketing!