Email Marketing - Single Or Double Opt in - That is the Question

As an email marketer, you understand the value of using an autoresponder when building your email list. You will inevitably face the question of whether to use the single or double opt in option . It is a common question in email marketing and a very important question in my opinion.

Many believe single opt in is better, in that they prefer not to send a visitor through many channels in order to acquire information. Believing less channels equal more sales. This may be true depending on the offer and the list, however along with single opt in generally comes more SPAM complaints for various reasons:

It can be anything. The thing is when these complaints mount up, you have no recourse to prove these were legitimate requests made through your opt in form. And if they don't cry spam, single opt in tends to clog your list with non-responsive, tire-kickers. Primary reason, opt in's are not made to affirm "Yes, I want this information." When opt in's take the time to go into their inbox and click a "confirmation link", they are re-affirming, "Yes, I definitely want to receive this information."

When requiring a potential subscriber go through these motions, you are pulling them out of acting merely on instinct. You are making them not only say, "Yes." (passively, unconsciously) but "Yes, Yes!" (consciously, actively).

If you haven't figured it out by now, I prefer double opt in. Primarily because I spend time and effort creating quality content for my subscribers and I want those who request it to really want it, pay attention when they receive it and truly value what I'm offering.

3 Reasons To Use Double Opt In

One - You make potential subscribers pay attention to what you're offering - double opt in does just that.

Sorry folks but human nature does not naturally (or on first impulse) value opportunities or information that is readily given to them, sad but true. So it's up to you make visitors recognize the information they are requesting as valuable and highly-important.

Two - You have confirmed data (proof) that someone at THIS email address, used THIS name on THIS date at THIS time requested information be sent to them after visiting your website, AND they actually clicked a link to confirm the request was made.

Even though anyone can cry foul or in this instance SPAM, you're safe... protected because you now have valid proof on your side. That is why explaining to visitors "How To Confirm" and "How To Unsubscribe" helps lessen spam complaints.

You want it clear that if they no longer want to receive information from you, then they can simply click unsubscribe in the email (or follow whatever the instructions are for your particular autoresponder system). What I've found to be useful is using tags that show the name, email and date a subscriber used to opt into my list at the bottom of each email.

What is particularly irritating is when you've done all of the above and someone still chooses to click "SPAM" out of laziness vs. doing as you've kindly requested. Can't control everything can we... but at least we are protected & armed with proof which is the most important thing.

Using double opt in in email marketing eases my mind in a way that allows me to relax without worrying about something coming later to bite me in the butt. You don't want anything negative (that is within your control to prevent) to interfere with your ability to make money. I'm a risk taker but single opt in is a breeding ground for freebie-seekers and spam complaints. They're like gnats, troublesome and annoying.

Three - You cultivate & maintain a clean, responsive email list. Email marketing is the easiest way to make fast, consistent long-term income and how you do it is key element in cultivating a responsive list - a list that responds to the information you give them and readily acts on your recommendations by either downloading, purchasing or clicking a link. A responsive list comes as a result of earned trust and respect.

You gain a certain amount of respect when someone has to confirm their request, whether it's apparent or not, because what you're saying is, "If you want this content, you will do what I'm asking you to do." True subscribers will respect that because the initial impression is...

1) you know what you're doing and
2) you're in this for the long haul (not just a data collector)

You're also saying that you respect them in return. As a professional you're taking extra measures to ensure your information is going to the right place. People respect professionalism. People also value what is made to appear valuable. The value is made apparent once they receive your information and it turns out to be really great content that does something for them.

If your offer or content lives up to its perceived value, you've gained a subscriber's trust. If proven worth taking the time to opt in and confirm their request, they will value what you've given them and, more than likely, whatever content that follows. Maintain your newly established reputation and subscribers will trust, value & respect what you have to say.

Possessing a clean, ultra-responsive list (whose numbers are in the thousands) is a treasured goldmine for any serious internet marketer. It's what we all strive for with each online project.

I'll conclude by saying getting optin's to confirm can be very easy when your offer is...

=> Free (unique & cannot be easily found anywhere else)

=> Appealing (enticing; gotta have it)

=> Solves/answers an immediate problem/question (self-explanatory)

When your offer oozes all 3 of these ingredients, people will perceive it as valuable and walk through fire (double confirm their request) to get their hands on it. Although there may be arguments on the side of the single opt in option, my experience has found them to be very weak and not worth their weight.

You know, I hate SPAM as much as the next person and as an email marketer, I certainly don't want "spam accusations" cluttering my business inbox. If a spam accusation does arise, I can readily extinguish it with valid proof.

I'd rather have a legitimate, responsive list that values what I share (one where I have developed a relationship of mutual trust & respect), than an email list riddled with junk data... incapable of producing long-term, sustainable profits. I want to separate "the genuine & the serious" from "unconscious lookie-loos & freebie-seekers" as much as possible.

Using double opt in as part of your email marketing strategy allows you to do just that. The gains are definitely worth the effort.

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