We’re big proponents of double opt-in email marketing, which requires an initial welcome email to validate a user’s email address and allow them a second chance to “opt out.” New subscribers to your email marketing list need to click the link in this welcome email to confirm they would like to join the list. After that, your email marketing efforts continue as usual.
If you’re sending emails to customers or leads, you’ve probably heard of MailChimp. They’re a well-known email service provider that facilitates email campaigns for businesses of all sizes. They offer helpful email marketing tips and a wide array of service levels to fit just about every business owner’s needs. Some might even say they are the “gold standard” of Email Service Providers. Another claim to fame? Double opt-in.
For a long time MailChimp required all users sending email through their system to validate new signups using double opt-in. Some found this redundant, but it made for clean lists of highly engaged and interested prospects. But earlier this year, MailChimp quietly changed their policies, answering the long-held pleas from many of their customers and allowing single opt-in email sends. So, should you switch to single opt-in now that one of the largest email service providers is on board? Here are two reasons to stick with double opt-in…and one reason you might want to switch.
Double Opt-In Is Safer
Your chances of being labeled as Spam are greatly reduced when you utilize double vs. single opt-in. Users have signed up for your list, and confirmed that they understand your practices and what they’re signing up for and still want to receive emails from you. This keeps your email deliverability, overall list quality and send standards high.
Double Opt-In Is Cheaper
While you will inevitably have a smaller list after removing the single opt-in emails that don’t click their opt-in confirmation link, those that remain on your list are more likely to convert. They’ve proved that they are highly interested and want whatever you have to offer. So they are more likely to purchase from you, and quickly, requiring less lead nurturing to become a customer. And since your overall list size is smaller, you’ll save on send costs related to list size or number of emails sent.
Single Opt-In Starts Sooner
We don’t recommend immediately switching all your email lead generation efforts to single opt-in, but it could be worth a test. Certain industries perform better with single opt-in, while some require double opt-in. And you can certainly start sending sooner and kick your lead nurturing efforts into high-gear with single opt-in. Just make sure your initial email makes it clear who you are, what you’re offering, and how you got their email address.