What is Double Opt-In Email Marketing

May 11, 2021
burkhart

Double opt-in emailing will improve organizations’ KPI metrics, engagement and email list quality. This is when you sign up to be on an emailing list and they send you a confirmation email to click to be on the list. The double opt-in confirmation email ensures that the email address entered is not a spam address or a bot.

Quality Control

Utilizing double opt-in email marketing adds extra protection for organizations. It ensures that their mailing list is legitimate and only going to real customers. This added step ensures that the person signing up is genuinely interested. This will lead to more engagement and better results in future email campaigns. Having higher quality consumers on your emailing list will greatly benefit your organization in the long run.

Improved KPI

Double opt-in is most recommended for organizations that have had issues in the past with low open rates, high unsubscribe rates, hard bounces and history of spam reports. It might seem like adding the extra step may stop someone from signing up, but it will be a good thing that it deters spam accounts. If a consumer does not sign up simply because of the extra step, they were probably not very interested in the first place. This will ensure better email KPI metrics, fewer unsubscribes, spam reports, etc. In the long run, a smaller, more engaged mailing list is better than a large, uninterested mailing list.

Higher Engagement

The confirmation email will be the first email that the consumer receives from your organization. If you turn the confirmation email into a welcome email, include a nice message and your organization’s brand personality. Introduce your business and emailing style, show off your brand to make the welcome email a personalized experience. This will make double opt-in not just sending a confirmation email. It will be an opportunity to engage the new consumer and make yourself memorable.

Double opt-in is very easy to set up with programs such as MailChimp or Send In Blue.

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