Four Reasons to Use Double Opt-in Permissions in Email Marketing Campaigns

In a time of increased focus on data permission, privacy, and security, using double opt-in permission shows your customers that you respect the information you’re receiving. There are many benefits to double opt-in permission, including increased marketing effectiveness, improved deliverability, and data management. When working with clients on their email marketing strategies, this is often one of the first things we tackle to ensure a sound infrastructure before we pursue more advanced strategies. 

How Double Opt-in Can Boost Your Email Marketing Strategy

Enhances marketing effectiveness

Long gone are the days of disintegrated multi-channel marketing. Here to stay are the days of integrating omnichannel messaging with targeted and calculated reach. By using double opt-in permission you can boost the ROI of your email marketing in two ways.

Reach viable, real people

Anyone can enter a fake email address into a contact form, but double opt-in guarantees your customers use their actual email address and verify that it is valid by confirming it. This means that despite changes in engagement tracking (think MPP) you’re still reaching real customers who want your content.

Reach better-qualified customers

A double opt-in is an active granting of permission by a customer. So not only does that customer want what you’re offering, but they’re also confirming their interest in it with their double opt-in. The result is that your subscribership is better engaged with your content, not only from an email perspective but likely from a social perspective as well. 

Increases message deliverability

Email and messaging service providers are constantly evolving how they evaluate content in their never-ending battle with SPAM content. With double opt-in, your customer immediately engages with the first communication you send them (the confirmation of their contact information and consent to be contacted by you). 

Even if that message initially ends up in the user’s SPAM folder, using double opt-in permission helps ensure that your reputation with those service providers is healthy. Engagement is a key indicator for the messaging service provider that you are indeed a valid company sending relevant content to their user. While it isn’t blank permission to send as many messages as you want, the action on your behalf by the customer does indicate to the provider that the user is accepting the number of messages you send.

Improves data management

With data privacy being at the forefront of most consumers’ minds, using double opt-in permission demonstrates your commitment to respecting their privacy. By asking for information and then asking the customer to verify it, you have shown your customers that their data is important to you and that you’re not just collecting it without cause.

Additionally, using double opt-in sets the baseline for permission, which is a big focus of today’s various data privacy laws and regulations for email marketing. GDPR specifically states you must have proof that a customer contacted you, and using double opt-in permission means you have two verified sources: their sign-up and their click on the email.

Boosts your business

In summary, using double opt-in for your communications only serves to benefit your customers and your company. Not only does it ensure you’re building a subscribership of interested, engaged customers but it also ensures your company’s messaging will reach those customers and help your business adhere to current and future data privacy laws and regulations. 

How Response Labs Can Help

Following these best practices will help keep your CRM data in tip-top shape and start your email marketing relationship with your customers off on the right foot. Not currently using a double-opt-in process for email? Or wondering if you’re following email marketing best practices?

We can help you get there, and review your entire martech stack to identify other areas where you could better engage with your customers. Our goal is to send the right message to the right person at the right time; it starts with getting high-quality contact information from your customers, and double opt-in for emails is a great way to do that.

Frequently Asked Questions

What is double opt-in in email marketing?

Double opt-in is a two-step permission process. A person submits their email address, then confirms it by clicking a link in a verification message, which proves the address is valid and that they actively want to receive your communications.

Why does double opt-in improve deliverability?

The confirmation message produces immediate engagement with your first communication, and engagement is a key indicator to mailbox providers that you are a valid sender delivering relevant content. Even if the confirmation lands in spam, that action helps your sending reputation.

Does double opt-in help with GDPR compliance?

It helps considerably. GDPR requires proof that a customer contacted you, and double opt-in produces two verified sources of that proof: the original sign-up and the click on the confirmation email.

Does double opt-in shrink your email list?

It filters out fake, mistyped, and disinterested addresses, so the list is typically smaller but better qualified. Subscribers who confirm are more engaged, which improves marketing return on investment.

Is double opt-in still worth it now that open tracking is unreliable?

Yes. With engagement tracking disrupted by changes such as Apple Mail Privacy Protection, verified permission gives you confidence that you are reaching real customers who want your content, independent of open data.