Opt-in advertising allows users to quickly join your email list, or “opt-in” to email marketing from you. It’s a great way to build a lead funnel. And the best part is you can gather leads without landing pages using either single or double opt-in advertising. Ad units display on the websites your potential customers are already browsing and allow them to submit their email address, phone number or other contact information right within the ad. They don’t have to navigate away from the site they wanted to view, so you’re not paying for costly web traffic or landing page development.
You specify the form fields available to the user to provide contact information, choosing what’s most important for your lead generation campaign. You can also choose single opt-in, where their email is subscribed immediately, or double opt-in, where an initial confirmation email ensures they meant to sign up and safeguards the quality of your list. So which is right for you? Read on to find out!
When To Use Single Opt-In Advertising
Single opt-in advertising is a simple and fast way to build your email list quickly. With the right CRM hookup, you can start sending emails and nurturing those leads almost immediately. Here are a few times when single opt-in advertising is the clear winner.
- You Need To Build Quickly
Looking to market something fast? Single opt-in is the clear winner, as there is no waiting for a second confirmation. You can start marketing and converting to customers immediately. This can also be helpful for a new brand looking to blanket the market to grow awareness fast.
- You Have a Low Cost Offer
If your product or service is fairly inexpensive, it’s probably not worth the extra effort of sending the confirmation for double opt-in.
- You Have Wide Market Appeal
For quantity over quality, single opt-in is where it’s at. This works well if you have a fairly general product or service that many will have use for and doesn’t require a lot of specialized targeting.
- You Have a Time-Sensitive Offer
Time is of the essence for some sales, such as holiday offers or newsworthy tie-ins to current events. When this is the case, single opt-in allows you to stay relevant with a trendy offer that won’t feel stale after waiting for an double opt-in confirmation to come through.
When To Use Double Opt-In Advertising
Double opt-in advertising provides an extra level of certainty that these leads are really interested in you and your offer. Yes, this can mean a slightly smaller list, but those that take the time to confirm their address are much more likely to convert.
- You Have a Highly Specialized Offer
If you operate in or market to a fairly specific niche, double opt-in can ensure that users fully understand your product and its application. Make sure that confirmation email provides a little more detail about what you offer to weed out unqualified leads.
- You Cater To High-End Clients
For a more exclusive type of clientele, double opt-in is a must. Your targeting to get to the sites for that first opt-in should have narrowed your list considerably, but requiring confirmation is a great way to create a high-quality list.
- You Are A Well-Known or Established Brand
Some might say that if everyone knows you, what’s the point in requiring a confirmation of sign-up? But this helps maintain the quality of your list, ensuring you’re not wasting money on email sends to uninterested parties or spam sign-ups. It also helps avoid negative backlash of “I never signed up for this.”
- You Are In a Highly Regulated Industry
Some industries will require or strongly suggest double opt-in to maintain security and privacy standards. Other restrictions may be in place as well, so consider your targeting methods and other requirements before running any opt-in advertising campaign.
Still not sure if single opt-in or double opt-in advertising is best for you? We can help.