Generally, email marketers recommend the double opt-in method for established businesses that want to maintain the hygiene of the email list going forward. On the other hand, small businesses are advised to use single opt-in as it has less friction and helps in growing the subscriber bases. But, nowhere it says that it is compulsory to do so. Even small businesses can enjoy a lot of benefits by using the double opt-in method for their email list from the beginning. You just need to hire HTML developers to design the second confirmation email, and you are good to go. Here is a brief guide about double opt-in methods and the benefits small businesses can derive from them.
What exactly is the double opt-in method?
As the name suggests, there are two steps in the double opt-in method. The first step is similar to the single opt-in form, where the website visitor only has to enter the email address. In the second step, the visitor receives a confirmation email to validate the authenticity of their email ID.
The second confirmation shows that the subscriber is genuinely interested to interact with your brand emails. In addition to that, the double opt-in method removes any bot accounts. As a result, the email list curated through this method has better deliverability, open, and click-through rates. Again, if you do not want to go through the hassle of creating it yourself, simply hire HTML programmers to do it for you.
How is it different from single opt-in forms?
Compared to the double opt-in method, single opt-in forms are much simpler. The website visitor only has to enter their email contact details in the blank field. Then, the email ID is automatically updated in your subscriber list. Single opt-ins are also preferred by users accessing your website on their mobile devices. However, this also increases the chances of entering misspelt addresses.
On the other hand, the double opt-in method requires a second step to confirm the email ID again. While it does take an extra step, it ensures the quality of the email list remains top-notch from the get-go.
When should small businesses integrate the double opt-in method into their email marketing strategy?
A double opt-in form is most suitable for businesses that want to create a hygienic email list right from the start. But, there might be certain situations where signing the double opt-in becomes beneficial. For instance, when you are consistently getting lower open rates for your email marketing campaigns. This can happen when there are multiple bot accounts or uninterested subscribers on your email list. The double opt-in method weeds out such people from the start.
Double opt-in is also a suitable option for your business when you are not too worried about subscriber numbers. The double opt-in takes a bit of time, but it generates a reliable email list. This method also comes in handy when your sender’s reputation is at stake with your ESP. In such cases, it is better to remove the existing list and create a new one with the double opt-in method. Experienced HTML developers should be able to achieve this with ease.
What are the benefits of having double opt-in for small businesses?
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Increased email delivery rates
The subscribers obtained through the double opt-in method are less likely to report your emails as spam. Because these subscribers are genuinely interested to interact with your promotional email campaigns. And, with the double opt-in method, you can safely say that none of the subscribers accidentally signed up to your list. As the open rates and click-through rates increase, so will your reputation with the Internet Service Provider. Consequently, the metrics of your email campaigns will become more predictable and enable you to come up with better strategies.
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Get the correct email address
As mentioned earlier, the double opt-in method prevents spam email accounts from getting onto your emailing list. All the subscribers added through this method have active email accounts. Hence, the need for constant cleaning of your email list also decreases. The double opt-in method also ensures that subscribers are entering the correct email address. Again, this prevents you from sending emails to non-existent email IDs and tanking your reputation. Naturally, the process of amassing subscribers is a bit lengthy with this process. But, the quality of the email list produced far outweighs the cons of deploying this method.
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Better engagement
The double opt-in method also validates the eagerness of the subscribers to learn more about your brand and interact with your content. Honestly, if they were not interested, they would not have filled their email addresses twice. This interest directly translates to better click-through and open rates. A recent survey found that brands that used the double opt-in method saw an increase of 114% in click-through rates. Therefore, the double opt-in method not only confirms the email addresses but also the subscriber’s willingness to interact with the brand.
Conclusion
Ultimately, the goal is to create an email list of active and engaging subscribers. Then, why not do this from the beginning? Yes, the double opt-in method has its drawbacks, but they are not convincing enough to prevent your adopting this strategy. If you are facing issues creating an effective double opt-in form, you outsource your operations to HTML developers to help you out.
Author: Kevin George is Head of Marketing at Email Uplers, one of the fastest growing custom email design and coding companies, and specializes in crafting professional email templates, PSD to HTML email conversion and free HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.
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