Double opt-in is a simple way to take opt-in advertising by validating email addresses to maintain a qualified email database full of actionable leads.
The basic premise of lead generation hasn’t changed, but technology and targeting sure has. Today’s lead generation tactics are sophisticated and frictionless, offering a seamless sign-up without landing pages. How? Through highly efficient opt-in advertising. Here are a few must-reads if you are looking to generate leads without landing pages or want to grow your email list more quickly and efficiently.
Let’s start with the basics: what is opt-in advertising, and why should you use it? The term “opt-in” comes up a lot in online marketing. Single opt-in and double opt-in are two different methods of consent, most often used in relation to email. But when we talk about opt-in advertising, we’re talking about users who are opting in to your email list through an ad shown on a third-party site, typically through a co-registration form where their information has already been pre-populated for an easy opt-in. The best part? It doesn’t require a landing page, and can be used to retarget unsubscribers, all while maintaining data privacy compliance.
Most marketers understand that Instagram engagement is important. But what about email engagement? Low open and click-through rates can hurt not just your email campaign, but your whole email marketing list. Many email service providers look at email engagement to determine the quality of your email list. And a list with few opens or clicks across multiple campaigns can hurt your future email sends. Luckily, there are steps you can take to activate your email list and improve email engagement through opt-in advertising. It ensures you don’t oversend to your list, while still reaching your subscribers efficiently.
When it comes to lead generation, your website might not be helping you the way you think. A good website converts leads into customers, but even the best landing pages are wasted on lead generation. These potential leads don’t know you yet, so getting them to visit your site and read a lengthy landing page before submitting personal information is an expensive and highly ineffective endeavor. Utilizing opt-in advertising negates the need for landing pages and minimzes wasted traffic and costly clicks, while providing 100% trackable proof of consent.
A winback campaign is a great way to grow your list with highly qualified users. After all, they signed up once; what’s so different the second time around? But a simple resubscribe is not enough. You need to re-engage these former subscribers, and quickly. Because while it’s true they joined your list once, they also opted-out at one point as well. The key is to get them interacting with you as soon as possible in order to combat a decline in list quality. Opt-in advertising can help pinpoint these users and deliver relevant, compelling content to win them back.
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Opt-in advertising doesn’t stop with lead generation. It can be used to re-engage or resubscribe lost leads. And it can work hand in hand with a larger marketing strategy and lead nurturing campaign. Here are three quick ways to activate opt-in advertising across channels and develop a full-funnel, multi-channel approach to opt-in advertising.
Have you thought about how you safeguard your customer data? What about the marketability of your email list? You should. Data privacy regulations are moving into the United States, with California being the first (but certainly not the last) state to take a strong stance around protecting consumer data. Utilizing opt-in advertising for 100% permissioned leads ensure that you have trackable proof of consent for every email in your database. But you also need to make sure that the database itself is secure and that all data transfers use encrypted methods to protect the data in transit. Opt-in advertising can help maintain data privacy every step of the way.
Whether you use a sophisticated CRM or a basic inventory and customer database, you have a lot of data on your customers and their purchase behavior. You also have an unsubscribed list of users, many of whom are probably former customers who you would like to win back. The catch? You can’t use the information you have on these unsubscribed users to reactivate or resubscribe them via email, because–you guessed it–they’ve unsubscribed! But that doesn’t mean you can’t target them in other ways.
The data you have on your current and former customers can be used to make targeted, fact-based assumptions about your unsubscribed email list. Here are three ways to use data to win back customers.