Single or Double OptIn?
by: F. Terrence Markle
Single or Double OptIn?
You heard the message before. Your email list is the most important key to your future online success. The best list is a highly targeted and responsive optin list. At present, the single optin method is the preferred approach to building a list. However, Internet promoting considerations suggest the list owner should use the double optin or confirmation method to build a list. What is the right method for you?
OptIn Process
The optin process means that an individual has requested to be on your mailing list before you a^dd them. At the same time, the individual must be given the ability to optout (unsubscribe) from your mailing list at any time.
In the single optin method, an individual registers to join your email list by submitting their name and email a^ddress. As a result, the individual is giving you their permission to send them email messages that promote specific products and services or discuss specific topics.
In the double optin or confirmation method, an individual registers to join your email list in the same manner as the single optin method. In response, the individual receives an email from you to confirm their email a^ddress. Upon receipt of the confirmation email, you a^dd the individual to your mailing list. If the confirmation email reply is not received, do not a^dd the individual to your list. However, you may want to followup with the nonconfirming individuals and give them another chance to confirm.
Autoresponder
Your autoresponder should have the capability to implement the double optin method. If not, you can setup one very easily. Set up two separate campaigns in your autoresponder (let’s call them ขAข and ขBข). Campaign ขAข receives the initial single optin request from your visitor. In turn, the message from campaign ขAข contains a link the subscriber clicks to send a confirmation email to campaign ขB.ข The ขblankข email sent to campaign ขBข is from the subscriber’s ขdefaultข email system containing their confirming name and email a^ddress.
Subscriber Relationship
To be successful in email promotions, you must build a personal oneonone relationship with your prospects or clients. The success in your online mark^eting hinges on maintaining and building this personal relationship. As the list owner, you need to establish the initial relationship by:
Obtaining permission from your subscribers to send them promotional messages and other types of useful information
Practicing respect for the privacy of your subscribers.
Implicit OptIn
An implicit optin situation may exist as the result of permission that is not granted but is derived from another relationship. An example would be when an individual has previously purchased from you. In this situation, you may be able to send limited but unsolicited emails to that individual under this preexisting relationship. However, this level of implied permission must never be exceeded without the expressed consent of the individual.
Considerations
As a list owner, you work hard to drive traffic to your web site and get subscribers to join your list. Individuals respond and decide to join your list. They submit their name and email a^ddress. Great! All that hard work of publishing a newsletter, writing ezine articles and promoting is finally paying off. You have genuine subscribers. Or do you?
As it turns out, some of these new subscribers did not signup on your mailing list, do not want to receive your mark^eting messages or forgot they signed up. You run the risk of getting sp^am complaints when you send email messages to this group of individuals. This can be a serious problem to your online business. Open your email and look at the flood of unwanted messages. Scan and listen to the media reports. Sp^am is a continuing problem.
MessageLabs, a provider of email security services, monitors email messages on a worldwide basis. Out of 157 million emails tracked in July 2003, they reported that 80 million emails were sp^am. That’s a 51 percent sp^am rate. In December 2003, MessageLabs reported a 77 percent increase in yeartoyear sp^am volume. These numbers are incredible.
It is very important that you get your email messages into the hands of individuals that want to receive your messages. As a result, the normal single optin may no longer be sufficient. Consider the double optin method as an alternate approach. Look at the pros and cons of each approach to find out what is right for you.
Single OptIn Discussion
An argument in favor of single optin states it is simpler to subscribe to a single optin list than the double optin list. Even though the single optin method has more unsubscribes, the net number of subscribers is generally higher than with the double optin method.
An argument against the single optin method states that new subscribers may be:
Tire kickers only looking for the fr^ee bonus,
Not really interested in your mark^eting efforts,
Can not remember signingup,
Did not signup due to someone else signing them up or
There was a typographical mistake in the signup process.
How many of the single optin subscribers fall into this ขproblemข category? Depending on the reporting source it ranges from 0 to 30 percent. Malice or typo mistakes can be mitigated in the confirmation process if the recipient does not confirm. As a result, you will probably lose these people in short order through the unsubscribe process. However, the most serious consequence is the sp^am complaint. This can cause you significant grief and wasted time defending yourself against the ISP that wants to shut you down.
Double OptIn Discussion
Depending on your situation, you may need or want to start using the double optin method. This does not mean you trash all your current single optin subscribers and ask them to double optin. You should be able to continue your email mark^eting to these individuals if you have a healthy business relationship with them. Consider the double optin method if you are in the early stages of building your list or want to increase to your existing list.
The double optin method may be your best solution to the problem of single optin subscribers that don’t want to be on your mailing list. The confirmation process is your protection against individuals claiming you are sending them unsolicited email. The double optin method establishes that:
The email a^ddress is good.
The responder is the owner of the email a^ddress.
The responder wants to join your mailing list.
Some significant reasons to use double optin include:
To attract interested and responsive subscribers in your targeted niche.
Improve the chances your subscribers will see your message.
A^dvertisers will place a higher value on your receptive subscriber list.
Ability to more effectively market your products and services to your list.
Documented proof that subscribers requested to be on your mailing list.
Reduce the probability your ISP will shut you down due to a sp^am complaint.
An argument against double optin is that the number of individuals completing the confirmation stage is lower than those signingup in the initial subscription stage. This is usually due to:
Faulty typing by the subscriber.
Malice by the subscriber.
Problem with input processing at the point of signup.
Wrong or incomplete information at signup becomes a surprise during confirmation.
The request for confirmation looks like a legal document.
As a result, it should be expected that the recipient will not complete the confirmation phase. The list operator should make the confirmation request as short and simple as possible.
Conclusion
In conclusion, there is no easy answer to the single versus double optin issue. You need to weigh the pros and cons of each method, perform tests on each method and then select the method that is right for your business.
It’s possible that you could wind up with a hybrid solution. In other words, use the single optin method for your directly controlled programs like minicourses and your newsletter and use the double optin approach for your coregistration programs.
There is no silver bullet in determining the best method to handle signups. You need to experiment. Whatever you do, don’t shoot yourself in the foot. You want to build your business and not destroy it.
I wish you the best of success in your online business activities.
Copyright © 2004 F. Terrence Markle – All Rights Reserved
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ขHow To Build Your Own OptIn Mailing Listข at:
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About The Author
Copyright © 2004 F. Terrence Markle has worked for over 20 years with public and private companies. He has an MBA in marketing and finance. He has been involved with Internetrelated businesses for over 3 years. His primary focus is the marketing of affiliate programs. http://www.quiksystems.com
This article was posted on January 05, 2004
by F. Terrence Markle