In today’s increasingly connected world, privacy is a hot commodity. Personalization and customization have an alluring appeal to consumers, but tailored online experiences require a high level of personal information to work well. And with data breaches in the news almost daily, it can be hard for consumers to trust that the data they do share will be safeguarded. The good news for data-hungry marketers? Double opt-in advertising can help.
Double Opt-In Advertising Keeps Permission Crystal Clear
How many times have you clicked the wrong button or link online? It happens all the time, and if you’re relying solely on single opt-in, you could be emailing consumers who didn’t intend to end up on your email list. Make sure that every click is an explicit sign-up and opt-in for your email database with double opt-in advertising. Instead of one click adding the new email to your list, this new sign-up will receive an initial confirmation email that requires them to click to validate their email and their intent to join the list. Now they’ve opted into your list twice and you have a record of their confirmation click.
There’s a time and a place for single opt-in, but when privacy is such a hot topic, it pays to make double opt-in advertising your default. Your list may not grow quite as quickly, but your quality will improve, and you won’t have to worry about anyone in your database wondering how you got their email address.
Double Opt-In Advertising Satisfies Facebook’s New Requirements
Facebook is at the center of a lot of these privacy discussions. They’ve cut out third-party data targeting, honing their ad delivery around user-supplied information given directly to Facebook or advertiser-supplied customer information. But there’s a catch: you’ve got to prove that you have authorization to use that information. According to Facebook, “the coming certification — or permissions — tool will require an advertiser and the agencies or other entities that obtain data to confirm that the third-party data in a Custom Audience has been responsibly sourced.” The best way to do that? Double opt-in advertising.
No word on how this will be implemented or verified quite yet, but by using the industry standard for permissions and exclusively building your list with double opt-in advertising, you’re pretty much certain to be in the clear once Facebook rolls out permission-based targeting.
Double Opt-In Advertising Complies With Data Protection Regulations
If you aren’t prospecting or selling in the EU, you may not be familiar with GDPR, or General Data Protection Regulation. Essentially, it mandates that companies “obtain implicit permission from users to use their data.” And while the US does not currently have a similar data policy in place, it can’t hurt to be completely in the clear now by building your entire list using double opt-in advertising that provides explicit permission and confirmation that users have opted into your list.
Double opt-in advertising allows you to be fully compliant with privacy and data collection policies, as well as completely transparent with your database and advertiser networks. Need help to make the switch? Read more on our blog or contact us for a free evaluation.