Such a system also protects against a large percentage of complaints and unsubscribes and helps to avoid problems with the law. Some mailers, such as Gmail and Mail, require explicit permission from the recipient to send advertising information. DOI will provide such consent.
When implementing this approach, there may be an outflow of users. In this article, we will share tips on how to implement the method and not lose the audience. We will also compare it with Single Opt-in.
What is Double Opt-in
This is a two-step confirmation of your subscription to the company's mailing list.
How is this usually done? A person leaves their contact information in a form or during registration. After that, they are not immediately included in the database, but receive a letter with which they must confirm their desire to receive news. After the client follows the link in the message, their data is included in the contact list for sending advertising offers.
It turns out that the user confirms his consent twice - on the website and in the email.
Why do we need a DOI?
Helps avoid legal problems. According to the Advertising Law , permission to send is required when sending marketing messages. It is also important to have proof that the subscriber has agreed to receive advertising. This is a letter with permission to subscribe. It will help prove the legality of the information sent when contacting the FAS.
Maintains the sender's reputation. Double Opt-in confirmation north korea business email list prevents spam traps and incorrect email addresses from getting into the database, which in turn reduces the likelihood of the sending domain being blocked and emails being sent to spam . Also, some mailers, such as Mail and Gmail , prohibit sending advertising offers without explicit consent.
Reduces the percentage of complaints. This method leaves only subscribers interested in the mailing list in the contact list, which means that they will complain about the letters less often.
Increases engagement. People actually want to read your news, promotions, and other promotional offers, which means they are more likely to open emails and click on elements. As a result, your email marketing profits also increase.
How DOI differs from one-step verification
Single Opt-in (SOI) is a one-click subscription. The user enters their data in the form, clicks the button and automatically starts receiving messages.
Double Opt-in implies one more step. Only after the client follows the link, their contacts will be added to the list.
Pros and Cons of SOI
Advantages:
Convenience for the recipient. The subscriber leaves his email address and immediately subscribes to the news. The person does not need to perform unnecessary actions, for him this approach is faster and more convenient.
The speed of replenishment of the database. This happens because people are instantly on the list. But its quality may suffer.
Flaws:
Sender reputation is reduced. You send information to invalid emails and spam traps.
Low audience activity. Few people read emails. People may also have signed up from the email they use for marketing emails and never visited again. Mailers are suspicious of brands with low email engagement.
It is difficult to prove consent to the mailing. If the recipient files a complaint with the legislature, the company may face a fine.
Advantages and Disadvantages of DOI
Pros:
High audience activity. Many subscribers who are truly interested in the content. Therefore, engagement is higher. Mail providers are less likely to block sending with this approach.
The sender's reputation increases. This is due to the fact that the database contains only valid emails of real people.
Protects against fines. Double Opt-in letter will protect the organization from FAS. It is direct evidence of consent to receive advertising.
Cons:
A complicated path for the recipient. A person needs to confirm his email to start receiving promotional offers. He needs to take an additional step, so it is inconvenient for your subscriber.
The contact list is filled slowly. This happens because the subscriber needs to perform an extra action before subscribing. He may forget about the message and not confirm permission. This is also stated in studies - 23% of users drop out at this stage.
Comparison of DOI and SOI
To make it easier to understand the differences between the two approaches, we have prepared a visual table:
Criterion Single Opt-in Double Opt-in
Number of steps One. Two.
Speed of database replenishment It's fast, but it's of poor quality. Slowly, but the quality of the contact sheet is much higher.
Sender reputation It's getting worse, there are a lot of invalid addresses. It's improving, contacts only contain valid emails of real people.
Subscribers activity Low, mailers are suspicious of the mailing. High, the probability of messages being blocked by mail providers is significantly lower.
Legislative side It is difficult to prove that a person agreed to receive messages. A double confirmation letter will protect the company from the FAS.
How to Set Up Double Opt-in and Not Lose Clients
We will tell you step by step how to implement DOI on your resource.
1. Add a subscription form to your website
It should be as simple as possible to collect as many leads as possible. Indicate only the necessary fields - name and email. Do not turn the signing process into a quest.
For example, this is how Inc. magazine collects contacts.
