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The Double Opt-In Email

Making Double Opt-In Emails Worth Your Time

In the past list building was the main objective for email marketers. So, the opt in process was streamlined to a single click and an email address in a form field. Why would you want to add a step, the so-called ‘double opt-in email’?

In recent years however the General Data Protection Regulation and increasing penalties for spammy emails and from email complaints is squeezing email list harvesters to streamline their lists.  Many have felt the scourge of black listing which happens frequently to large lists.

So, it’s the general direction ahead for many marketers.

A double opt in email works like this. First, a person visits your site, enters an email. They would then get a welcome type email. In this email, there is a ‘Yes, subscribe me’ or similar button to opt in to subscription.

This extra step would be bound to reduce the growth of your list. However, don’t forget that subscriber quality is not measured by list since. Most of those in your list pay no attention to your emails.

Still, creative email marketers can turn this extra step to their advantage. The key is creating an irresistable offer in the welcome email. Something like ‘Subscribe me for a Special 25% Discount” banner that clicks through to an opt-in screen that curates the email to your subscriber list, which a voucher code is a great way. Another might be ‘Join the Club for GREAT discounts’. This subscription can generate a further email with offer codes. It’s important to show positivity and optimism in the double opt-in email, the welcome email. It should communicate the benefits of taking this additional step, and start off your relationship on a great footing.

Now you have motivated, engaged email contacts.

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