Double opt-in email marketing is otherwise referred to as confirmed opt-in email marketing. This produces email marketing lists which are the end result of a process of re-confirming subscribers’ intention of joining the email list. An initial intention would have been indicated at the point of filling in the web form, sending an email etc.
This process is often condemned by many marketers for the following reasons
- It Reduces The Number Of Subscribers
A number of leads do not end up confirming their intention to join the email list. Some may regard the process as bothersome while some genuinely do not get to see the confirmation emails sent having used secondary email addresses that may not be checked often.
Even where best emails are used, some may in fact not check their emails for days and on checking, may not recollect that they signed up for an opportunity, newsletter etc. and may merely read the last few emails in their in box, thereby inadvertently skipping the related email, seeking confirmation.
Others who sight the related email’s title or subject, may not realize it relates to the opportunity, newsletter etc they signed up for, since most marketers speedily scan through the title or subject of emails in their in-boxes and only click to read the email if a particular title or subject catches their attention. Apparently, if the title of a confirmation email is not skillfully written, it will miss the attention of the lead.
- It Reduces Revenue To Marketers
You will find most email marketing companies on the other side of the fence, canvassing for double opt-in email marketing and brandishing the following points in support
- Higher Return On Investment
They argue that though the mailing list comes out smaller, it is more efficient as it includes only those who are actually desirous of receiving information from the marketer and so rates of opening emails is higher and there is equally higher conversions resulting into higher return on investment for the marketer
- Deliverability Rate Of Emails Increases
Most email marketing companies argue that since the prospects confirmed their intention to receive emails from the same email addresses they filled on the web forms, emails sent etc, it confirms that those email addresses are authentic and so rate of delivery will be higher and open rates will equally be higher unlike if spurious emails were not sifted out via double opt-in.
- Autoresponder And Email Marketing Costs Come Out Lower To The Marketer
Since some email marketing companies such as GetResponse base their fees on the size of the mailing list maintained, their reasoning is that the marketer enjoys savings due to a more compact and efficient list rather than if it were a bloated spurious mailing list
- Minimizes Spam Complaints
Where prospects go through the double opt-in process, spam complaints will naturally be reduced to the barest minimum also to the advantage of the marketer.
- Verifiable Evidence Of Opt-in
The records of opt-in provides a solid verifiable evidence which can not be disputed unlike if reliance was to be solely on the web forms filled, emails sent etc, initially.
Despite all the points advanced by the email marketing companies in favor of the double opt-in method, many of them such as GetResponse still leave the marketer to choose whichever option he prefers i.e. double opt-in or otherwise.
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