When you subscribe to an autoresponder service like AWeber, you get access to a number of unique features and options. Not only can autoresponders be used to send email blasts, but they can also be used to manage subscriptions, monitor data like sign-up rates and much more. So what exactly does an autoresponder have to do with double opt-in?
See also: Autoresponder Buyers Guide
How Double Opt-In Works
With AWeber (and I’m sure others), they have a feature when you create a campaign whereby you can toggle double opt-in off or on. This is a two-stage sign-up process for your mailing list. This means the user first enters their name and email address into your opt-in form like normal, but that’s not the end of the process.
From there, they are instructed to click a “confirmation” link in an email they will be receiving. Once they click that link, they will then be redirected to whatever was promised on your lead capture page. This is opposed to a single opt-in sign-up form that accepts the new subscriber instantly.
Some Pros and Cons of Double Opt-In
Why would you ever need to use double opt-in? What are its advantages?
Here are a couple of good reasons to use double opt-in when capturing leads:
- Interest – If someone goes to the trouble of opting in and then clicking a link in an email before they can even access your content, really is a targeted subscriber.
- Spam Blocker – Double opt-in also protects you from spam email addresses. If a bot or bogus email address is entered at the opt-in form, then it won’t be added to your list until that email address is supported. This means a much healthier email list that provides you with more precise statistics.
Cons of using a double opt-in subscription method:
- Abandonment – When you make the process longer and/or more complicated, people fall off. The reason I stopped using double opt-in years ago is that I noticed a large percentage of people were never confirming their subscription. That means my materials never reached them. That doesn’t work for me.
- Too many emails – If you’re one of those marketers using double opt-in, you should know what I mean. If you send a confirmation email, a welcome email, and the first weekly email for the consumer, then they could have 3 emails from you in a few days! It might seem annoying to find the confirmation email they must click on. Just to be followed by the welcome email a couple of seconds later. This naturally varies by users.
Related: What is Email List Segmentation?
Why Double Opt-In Matters
A lot of new marketers are confused about how double opt-in works. On the face of it, this looks like a terrible thing. After all, why do we want our customers to need to take more steps so as to sign up? That is missing the point. A good mailing list isn’t a mailing list that’s as large as possible, but instead, one which is as targeted and as engaged as possible.
Double opt-in prevents people from signing up who are not really interested in your messages. They also prevent individuals from entering bogus information and they stop people from accidentally typing the wrong info. This is a good thing.
Without double opt-in, someone might subscribe to your mailing list on a whim and never read any of your messages. Yet you are still paying for that subscriber to be on your list. However, with the double opt-in there, they have to first confirm their interest. That’s going to weed out a lot of folks that just sit on your list and do nothing but take up space. You only get the most targeted prospects on your list this way.
Using double opt-in instantly improves the quality of your mailing list. You’ll have fewer messages that bounce and fewer that do not get opened. This can enable you to boost your sender reputation and will be sure that your metrics remain as precise as possible.
Don’t concentrate on the number of emails — concentrate on the quality and give double opt-in a try!