single opt in and double opt-in in email marketing

Single Opt-in and Double Opt-in in Email

MarketingRelative Comparisons, Pros and

Cons

Single Opt-in In single opt-in the subscribers

provides you their email address through a web form, email or some other channels like surveys or feedback forms.

There are no interim steps post this to receive your next mailing.

Main Cons of Single Opt-in

The approach can allow non-permission based subscriptions to occur.

With good, humorous or malicious intentions, a user may sign up their “friend” to your list.

The response of the new signee to your organization may be unpredictable and possibly negative.

Double Opt-in The double opt-in is a two step process :

a subscriber registers to the list by providing their email ID and then receives a confirmation link from the company.

Only post confirmation by the subscriber, could they be included in the mailing list and start receiving emails.

Main Pros of Double Opt-in

The approach does not allow non permission based subscriptions to occur.

No other person other than subscriber has control over the subscriptions.

One can expect encouraging responses provided timely and relevant contents are served.

Relative Comparisons Single Opt-in

The list grows much faster.

May end up large pool of inactive database.

There is financial burden at acquisition and campaign phase.

Double Opt-in

The list growth may be slow, but quality of list remains high

Clean lists enables much better engagement.

Much financial benefits at acquisition and campaign phase.

Relative Comparisons Single Opt-in

Sensitive ISP Relations, should expect blacklists or blockages.

Poor response rates leading to average performance

Random subscribers can end up in your list with uncertain responses.

Double Opt-in

Good ISP Relations. No fear of blacklisting or blockages.

Increased response rates creating positive email marketing cycle.

Some prospects may not confirm subscription. List building requires more patience

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