Trusted Email is Engaging Email: Choose the Right Opt-In

SINGLE OPT-IN

How it works

A new subscriber enters his/her email address and possible other info like name or demographics, etc.

She/he is immediately subscribed and will automatically received the next email campaign. There is no need for her/him to take an additional step.

Implicit opt-in occurs when a customer fills out a form. The website’s privacy policy must state that performing this action automatically opts the user into email marketing.

Explicit opt-in requires the consumer to voluntarily sing up for email marketing. Often, this takes the form of a checkbox on a registration page, and checked by default. This option reads something like, “I agree to receive news and updates”.

Pros:

• Requires the least amount of effort on the part of both the company and the user.
• There is no place for a subscriber to drop the ball, which can happen when she/he is required to “confirm” her/his opt-in.
• Most quickly method to obtain leads to your list.

Cons:

• No opportunity to set expectations with your audience; the first email they receive is your next marketing message.
• Unless you have a filter for catching bad email addresses, you run the risk of being targeted by spambots. This is annoying and could cost you credibility with your ESP.
• If a subscriber forgets that she/he opted in, or doesn’t realize she/he has opted in, the risk is high that she/he will mark your email as a spam.
• Less consumer effort in the sign-up process generally means less connection to your brand overall.
• In some countries, implicit opt-in is actually illegal. Check the laws of the countries in which you market.

SINGLE OPT-IN WITH WELCOME EMAIL

How it works

A new subscriber enters his/her information and implicitly or explicitly opts-in as described above. In this case, an immediate auto-response email thanks and welcomes the subscriber. This email includes a customized message that tells him/her what to expect in future emails, and when to expect them.

Pros:

• The welcome email provides a great opportunity to engage each new subscriber.
• A welcome email and/or landing page prompt provides an opportunity to link to a bonus opt-in incentive.
• If a welcome email bounces, you can filter out that email address.

Cons:

• Similar to basic single opt-in, less effort can equal less engagement and more risk of opt-out or being marked as spam.
• You still run the risk of sending the welcome emails to bad addresses, which can negatively impact your future deliverability.

CONFIRMED OR DOUBLE OPT-IN

How it works

A new subscriber enters his/her email address and, depending on your needs, other info and content preferences. The post-subscribe thank-you page may alert him/her to look for an email. once he/she receives that email, he/she’ll needs to click on a link or button to confirm the subscription.

Pros:

• Asking subscribers to confirm their subscriptions separates the committed from simply impulsive. Those who click on the link really want to receive your email.
• Requiring a manual confirmation action separates humans from bots. A bounced confirmation email can be filtered our right away.

Cons:

• Subscribers have to take an extra step, which is a risky request in this age of instant gratification. After all, they’ve already told you they want to opt-in. Asking them twice might annoy them.
• There is a risk that an interested subscriber will get distracted before he/she can click “confirm” in the follow-up email, or, worse, that your email will get lost or filtered.