Setting up double opt-in and getting better quality lists

Description

The double opt-in process involves sending a confirmation email to the person who subscribes to your mailing list. Consequently, you can ensure that the email exists and that the owner is interested in receiving future correspondence and it guarantees a more qualitative way of collecting email addresses.

Why this is important

If you want to maintain quality (and legal compliance), make sure your mailing lists are opt-in. Quality mailing lists are fundamental to your deliverability. We often hear that verification is counterproductive because it requires an additional action from the Internet user, or that it will make you lose subscribers.

But think of all the advantages of this process:

• You can be sure the email address exists (thus reducing the possibility of bounces, which improves delivery).
• The reputation of your IP/domain will logically result in a high open and click rate in the email (during confirmation). This will send a very good signal to email services and spam filters.
• There is no doubt that this time your subscribers really want to join your list. With a double opt-in system, they cannot claim that they did not subscribe or that their address was taken.

Furthermore, in recent years, the double opt-in process has become more common. Thanks to Google's Email Markup project, the confirmation can be completed from the inbox, without opening the email!

How to set up double opt in in a form

Let's imagine, for example, that we want to designate our newsletter subscribers as double opt-in to prevent an increase in the bounce rate. In order to get the weekly newsletter to keep up with the latest email marketing news, your recipients need to verify their email address. Here's how to set it up:

• 1. Click on the create button.
• 2. Select the option Form
• 3. Name your form.
• 4. Choose the contact list to which you will link this form
• 5. Choose the Double opt-in. (It is already pre-selected when creating a form)

How it works

Confirmed/Double Opt-in

• Steps:
  • A subscriber either manually inputs his email or checks a box confirming he wants to opt-in to the list.
  • A confirmation email is sent to their email address
  • The subscriber must take an action (like clicking a link) in order to confirm that the address is valid
  • A welcome email is sent.
• Reliability: Most reliable method; default setting for new accounts.
• Benefits:
  • Only the true owner of the email address can sign up and confirm their subscription – therefore generating very few complaints, if any.
  • It also prevents you from adding any incorrectly typed, role-based or spam trap addresses to your list as they will never complete the confirmation process.

Notified Opt-in

• Steps:
  • A subscriber either manually inputs his email or checks a box confirming he wants to opt-in to the list.
  • A welcome email is sent.
• Reliability: Second best method.
• Benefits:
  • Opt-in method is explicit and therefore compliant with Anti-Spam legislation
• Drawbacks:
  • Prone to abuse
  • Can lead to lists with more complaints than a two-step double opt-in process

Single Opt-in

• Steps: A potential subscriber provides his email or checks a subscription box.
• Reliability: Low
• Benefits:
  • Opt-in method is explicit and therefore compliant with Anti-Spam legislation
• Drawbacks:
  • Prone to abuse
  • Generally results in a higher spam and/or bounce rate that can lead to serious delivery problems.

Opt-Out (Implied consent)

• Steps: Email addresses are added automatically and users are required to either unsubscribe upon receipt of an email or to uncheck a box when submitting their data on a form, as part of a checkout process or during account creation.
• Reliability: Poor
• Drawbacks:
  • Can make recipients feel as if they were tricked, damaging your relationship, reputation and in turn your delivery in the process.
  • Typically generates a large volume of emails flagged as “SPAM” which negatively affects your Sender Reputation and in turn your delivery rates.

Disadvantages of Double opt-in

Double opt-in has a few disadvantages. Among them is the potential loss of subscribers. However, you need not worry about this if you indicate clearly during the subscription process that a confirmation email has been sent.

People are accustomed to this kind of process; you should not worry about this and instead focus on a solid, qualitative email acquisition strategy. It is likely that a person who doesn't confirm their registration does not have a strong desire to receive communications from you, so they are unlikely to open future ones.

Does double opt-in apply to all situations?

Regardless of the nature of your mailing list (newsletter subscribers, accounts created on your service, etc. ), we advise you to always use double opt-in and to apply it to all your address acquisition strategies.

It is not always easy to qualify your contacts with double opt-in depending on the project. Furthermore, the methods you use to collect email addresses may affect your ability to implement double opt-in.

Double opt-in is not required, but you must have a dated written proof of registration to your list if you do not wish to do so.