As a consumer interacts with a brand online, they are faced with a number of places and ways to join their email list. Some may overtly opt-in through a subscribe button on site; others complete a transaction and enter a separate database. Still more may take advantage of co-registration, where they join one list and are given the opportunity to quickly sign on with other like-minded companies. But should all these emails be treated the same way? Some imply more permission than others.
Marketers can reduce confusion and weed out any less-than-qualified prospects by using double opt-in. This requires the consumer to confirm they wish to join the email list by clicking an initial opt-in email. Now that they’ve subscribed and confirmed, they are much more likely to continue to open emails and convert. This extra step takes a little more time, but can go along way to reducing cost per lead, and cost to conversion.
Quality Over Quantity With Double Opt-In
Using double opt-in almost always equates to fewer additions to your email list. Some people may have signed up in error, and others may simply forget to click the link, or lose the email to a spam filter. A few may change their mind upon receiving the opt-in email. Whatever the reason, double opt-in ensures that only those who truly wish to receive communications from you are added to your email list. And this means fewer, better leads with a higher likelihood of conversion.
Higher Conversion Rate With Double Opt-In
While the quality of these new email subscribers is higher, the cost to acquire them may not be much lower. But their higher likelihood to convert increases the value of a customer acquired through double opt-in, reducing your cost to conversion. This can have a major impact on ROI and mean significantly lower costs all around. Factor in the lifetime value of a customer, not just a lead, and the average cost per lead for double opt-in will be lower than most other sources.
Lower Overall Cost With Double Opt-In
Hopefully by now it’s clear how double opt-in provides higher quality email subscribers with a higher likelihood to convert, and therefore a lower cost to conversion. But double opt-in also reduces costs in more immediate, practical ways: you don’t have to send as many emails to as many people, which keeps the size of your list smaller and more manageable. This can translate to monthly savings with your email service provider. It also reduces the need to offer aggressive discount offers that cut into your bottom line, as these highly qualified subscribers don’t need as much convincing to convert.
Ready to put double opt-in email marketing to work for you? We can help you build a list of qualified subscribers, no landing page required.