Double Opt In: Necessary or Not?

42 replies
I understand the basis of it, so that the end recipient verifies that they do want to receive emails from you - increased deliverability , but is it really necessary? There seems to be different opinions on it these days (I understand that even Infusionsoft's new platform launching this month is not offering a double opt in feature - yet).

One of my pressing questions about this issue is, are the chances of emails that contain trigger words for spam filters such as "money" and "free" more likely to be delivered if the recipient double opts in?

What exactly does the double opt in promise?
#double #double opt in #email marketing #opt
  • Profile picture of the author AndrewStark
    The double opt-in protects you and the autoresponder company from the can-spam act.

    If someone wanted to get your site shut down they could enter hundreds of email address's into your forms and these messages would go out automatically and you would stand a good chance of being reported for spam.

    With the double opt-in switched on it means that the person who owns the email account has logged into that account and confirmed that they actually want to receive your content. This leads to higher delivery rates and a list of people who actually want to hear from you.

    Single opt-in may give you more people short term, but using the double opt-in page supplied by companies such as aweber.
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    • Profile picture of the author fin
      I think it depends what kind of website you have.

      If it's a site people will maybe land on once, I'd probably go with a single opt-in.

      If it's a site they will keep coming back to, considering you can mention in your posts something about special offers to the list, then the benefits of having your emails sent from better servers is worth it IMO.

      Plus you won't have lots of junk emails.
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  • Profile picture of the author gasman
    It's absolutely the safest route when trying to build a list. It also has other benefits such as, knowing for sure the person wants to be on your list whether it's because they want your free product or whatever the reason. People who double opt are more likely to stay on your list longer too.
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  • Profile picture of the author Troy_Phillips
    double opt in is not necessary to be Can Spam compliant .... there is no proof on a level playing field that double opt in will give you a more responsive base .... double opt in has nothing to do with deliverability rates .. nothing.

    Very few instances warrant double opt in. Maybe use double opt in on a marketing forum catch as the possibility of making enemies is a little higher lol.
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  • Profile picture of the author JohnMcCabe
    Kim, I do use double opt-in, aka confirmed opt-in, but it has nothing to do with the person verifying that they want to receive email or CAN-SPAM compliance.

    For me, it simply confirms that I'm able to get my emails delivered, and that's how I position it.

    I do think there is a small psychological advantage to it as well. By asking new subscribers to do me a small favor (click the confirmation link to let me know the email got through), it increases their commitment. It also invokes the reciprocity principle - they did something for me, now they'll wait for me to do something for them. Which I attempt to do in the very next email.

    If I do a good job, I believe I'm more likely to get future emails opened and read.

    Is that optimum for every list? Probably not. But it is working for me, and I'm satisfied with that.
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  • Profile picture of the author paul nicholls
    it all depends on how your business and sales funnel are laid out

    using a single opt in for me works best because the campaigns which i use i am able to build more buyers faster by using single opt in

    people that dont double opt in may not end up getting some of your email however using single optin i am able to build more buyers faster so it has its pro`s and cons

    but for me its more valuable to get more buyers coming through than it is to worry about the odd few people that dont end up opening my emails because they didnt double opt in

    im only saying this s the way i do it, but it may not be profitable for others

    paul
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    • Profile picture of the author valuecreator
      To me my email lists are business assets.

      If for one more little click you can bump the quality of the asset from A to AAA , it's kind of a no-brainer!
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  • Profile picture of the author Gama Seva
    Double opt-in is just a cover in the butt.
    As long as you don't abuse your list by sending every offer under the sun too frequent then you'll be fine.

    Gama
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  • Profile picture of the author jamesrich1
    I can see the pros and cons of both sides. I like single optins but Aweber forces people to confirm here and there.
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  • Profile picture of the author CDarklock
    Originally Posted by pinkmaddy View Post

    I understand the basis of it, so that the end recipient verifies that they do want to receive emails from you - increased deliverability , but is it really necessary?
    No.

    However, there is a small murmur from people like me, which is starting to say "if your new list subscriber is unlikely to click a 'confirm' link for free goodies, that same subscriber is even more unlikely to click a 'buy' link."

    And I don't know about you, but I don't pay my list provider for a big number in my control panel. I pay them to deliver my emails to people who want to buy my stuff. So anyone who doesn't want my stuff enough to click a 'confirm' link doesn't belong on my list anyway.
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    • Profile picture of the author Prashant_W
      Originally Posted by CDarklock View Post

      No.

      However, there is a small murmur from people like me, which is starting to say "if your new list subscriber is unlikely to click a 'confirm' link for free goodies, that same subscriber is even more unlikely to click a 'buy' link."

      And I don't know about you, but I don't pay my list provider for a big number in my control panel. I pay them to deliver my emails to people who want to buy my stuff. So anyone who doesn't want my stuff enough to click a 'confirm' link doesn't belong on my list anyway.
      THIS. Plus, this prevents you from wasting your time with people who enter fraudulent (or their mum's, dad's, sister's, dog's) email addresses.
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  • Profile picture of the author joseph7384
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    • Profile picture of the author Troy_Phillips
      Aweber offers single opt in.

      How many conformation emails end up in the spam folder? Double or single opt in has no bearing on deliverability ... if it did Aweber or Get Response would not allow it.

      Telling Warriors they will get a better delivery rate because of opt in preference is nothing but wrong.

      The deal is .. send the freebie via autoresponder and explain in that email about whitelisting .. no matter if you use single or double opt in. The trigger that lands the email in the spam folder is not double or single related.




      Originally Posted by joseph7384 View Post

      I use double opt-in with Aweber and I can tell you this, a lot of people say that Aweber has the best deliverability and it does but I have filled out a few opt-in forms for various things lately that were single opt-in and guess where subsequent emails were going, right to my spam folder.

      If you want to make sure your emails are getting through, you should use double opt-in and if not, you should at least let your subscribers know to white list your email.
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      • Profile picture of the author Shaun OReilly
        Originally Posted by Troy_Phillips View Post

        Double or single opt in has no bearing on deliverability ... if it did Aweber or Get Response would not allow it.

        Telling Warriors they will get a better delivery rate because of opt in preference is nothing but wrong.
        Opt-in preference DOES have a direct impact on deliverability
        rates.

        FACT.

        For example, AWeber use different SMTP e-mail servers
        for single and confirmed opt-in subscribers.

        The single opt-in servers have lower deliverability rates
        because they have MORE bad e-mail addresses (fake
        e-mails, mis-typed e-mails, malicious e-mails) which
        leads to more bounces and spam complaints.

        In contrast, the confirmed opt-in servers have fewer
        bad e-mail addresses and lower bounces which leads
        to a better server reputation and higher deliverability.

        Dedicated to mutual success,

        Shaun
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        • Profile picture of the author Les Blythe
          Originally Posted by Shaun OReilly View Post

          Opt-in preference DOES have a direct impact on deliverability
          rates.

          FACT.

          For example, AWeber use different SMTP e-mail servers
          for single and confirmed opt-in subscribers.

          The single opt-in servers have lower deliverability rates
          because they have MORE bad e-mail addresses (fake
          e-mails, mis-typed e-mails, malicious e-mails) which
          leads to more bounces and spam complaints.

          In contrast, the confirmed opt-in servers have fewer
          bad e-mail addresses and lower bounces which leads
          to a better server reputation and higher deliverability.

          Dedicated to mutual success,

          Shaun
          Very interesting Shaun - I never considered that as a factor but it makes sense.
          I always used double opt-in but have become more and more aware of the number of subscribers who did not confirm. I can't believe they were ALL trouble causers but rather genuine subscribers who simply didn't get the confirmation email or forgot to act on it or whatever...
          Having listened to both sides of the debate and thought it through myself, my latest list is single opt-in and I'll see how it goes.
          I definitely believe this is one of those questions that doesn't have a right or wrong answer...
          Cheers
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          • Profile picture of the author honestim
            I don't really know which is the best of the two because I have never used single opt in option. It's a personal choice which tells me that there is a much greater chance that the user has given his consent to receive my emails and offers.
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  • Profile picture of the author andynathan
    the more I think someone is spamming me, the more I avoid their emails and products.


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  • Profile picture of the author andynathan
    the more I think someone is spamming me, the more I avoid their emails and products.


    Posted from warriorforum Reader for Android
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  • Profile picture of the author marcuslim
    I prefer single opt ins because i want to put as little barriers as possible between a visitor and the opt-in.
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  • Profile picture of the author WebPen
    I feel like this has been argued over and over before...

    There is no "best" method.

    Will double-optin give you a little more shield cover? Yes- especially since some hosting companies "require" you to have double optin. It's also true that your list will be smaller but more likely to buy from you.

    That said, single optin will let your list be bigger, giving you more people to build a relationship with.

    I remember one of Jason Fladlien's courses where he said he was using single (at the time-dunno about now). Basically he said that he would just remind them in the first email who he is and why they're getting that email.
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  • Profile picture of the author kalens99
    It might be a good way to eliminate some spam complaints. There are two reasons I can see. The first is the malicious strategies that AndrewStark referred to. You can also use it to prevent against the complaints raised by people who signed up for a product or something without reading your subscription policy and then start wondering why they are getting emails from you. Of course, they may opt-in and forget a week later when you email them anyways but oh well.
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    • Profile picture of the author Troy_Phillips
      The problem lies in people thinking hitting the spam button will unsubscribe them .. it doesn't ... they get really pissed then and hit the spam button every time they get a new email..

      Single or double opt in .. your autoresponder still has the exact time and IP the person used when signing up.

      You are just as likely to get spam complaints when hundreds of people start getting conformation emails they didn't ask for just as emails they didn't ask for. An idiot with an agenda can hurt either the single or double opt in marketer.


      Originally Posted by kalens99 View Post

      It might be a good way to eliminate some spam complaints. There are two reasons I can see. The first is the malicious strategies that AndrewStark referred to. You can also use it to prevent against the complaints raised by people who signed up for a product or something without reading your subscription policy and then start wondering why they are getting emails from you. Of course, they may opt-in and forget a week later when you email them anyways but oh well.
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      • Profile picture of the author nikks
        The risk of having double opt-in is that people tend not to verify the emails and you get less people on your list. The risk is higher than single opt-in.

        For me personally, I am using single opt-in as it is easier for buyers to come in. It depends on what nature of your business is and what you plan to do.

        If you need more people fast and quantity is what you looking for. Choose single opt-in.

        If you need quality people fast without spam, choose double opt-in.
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  • Profile picture of the author seeksucces
    Originally Posted by pinkmaddy View Post

    I understand the basis of it, so that the end recipient verifies that they do want to receive emails from you - increased deliverability , but is it really necessary? There seems to be different opinions on it these days (I understand that even Infusionsoft's new platform launching this month is not offering a double opt in feature - yet).

    One of my pressing questions about this issue is, are the chances of emails that contain trigger words for spam filters such as "money" and "free" more likely to be delivered if the recipient double opts in?

    What exactly does the double opt in promise?
    You shouldn't have to manipulate users to buy your product or retrieve information from you. If you offer a really decent product, you want to make sure that your users really care about what you have to offer. This is where double opt in comes into play and is extremely useful. I have seen many studies and graphs that shows significantly higher income is almost always generated from lists generated from double opt-ins.
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  • Profile picture of the author JKflipflop
    I suggest you should use double opt-in if you are looking for more quality with respect to buyer conversion rates. I mean - if a person is willing to click a confirmation mail to access something you are giving him, it certainly means he's genuinely interested in your offer. With the right kind of auto responder e-mails set up for him, there is no reason you cannot convert him into a profitable customer. Cheers
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  • Profile picture of the author big-marketing
    Originally Posted by pinkmaddy View Post

    I understand the basis of it, so that the end recipient verifies that they do want to receive emails from you - increased deliverability , but is it really necessary? There seems to be different opinions on it these days (I understand that even Infusionsoft's new platform launching this month is not offering a double opt in feature - yet).

    One of my pressing questions about this issue is, are the chances of emails that contain trigger words for spam filters such as "money" and "free" more likely to be delivered if the recipient double opts in?

    What exactly does the double opt in promise?
    double optin helps make sure you don't get more and more bogus emails and possible spam traps. you can do that without double optin, but double optin is the standard.

    emails will NOT be more likely to be delivered with words like money or free if list is double optin.

    hth
    big jason
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  • Profile picture of the author Nixgan
    I am totally for single opt-ins but you can always add OTO(one time offers) on your page. Single opt-ins get you subscribers faster, at least that is why my statistics say !

    Hope I helped, good luck with your work !
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    • Profile picture of the author gvsridhar171
      Double Opt-in and Single Opt-in options are given to you to use it judiciously. If only double opt-in ensures delivery, then the single opt-in feature would not have been made available.

      I run different campaigns. 8 out of 10 campaigns that I run I will use double opt-in and the balance 2 I use single opt-ins and there is a reason behind going for the same.

      So both are given to you to use it to meet your requirement.
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      • Profile picture of the author JVManna
        Originally Posted by Troy_Phillips View Post

        double opt in is not necessary to be Can Spam compliant .... there is no proof on a level playing field that double opt in will give you a more responsive base .... double opt in has nothing to do with deliverability rates .. nothing.
        We have data from well over 60 million emails each week that supports that double opt in email addresses have higher deliverability (acceptance rate from ISPs) and in a separate study, longer-life until unsubscribe, and much, much lower ISP spam complaints.

        Roughly, it's a 2-4% difference, but for high-volume senders, this makes a big difference. Smaller ones are likely not to see any impact.

        As of this reply, we see our deliverability for double opt in sitting pretty at 99% and our single opt in at 97%, respectively.

        There's also a benefit in communicating to more engaged subscribers who genuinely want your content versus just putting up with it.

        Originally Posted by pinkmaddy View Post

        I understand the basis of it, so that the end recipient verifies that they do want to receive emails from you - increased deliverability , but is it really necessary? There seems to be different opinions on it these days (I understand that even Infusionsoft's new platform launching this month is not offering a double opt in feature - yet).
        We have plans to make DOI easy to do. One of our former employees, Tyler Garns, has shared specific tips on how to overcome this and additional limitations of the Campaign Builder on his site.

        http://www.tylergarns.com/lp/jailbreak

        We would strongly recommend implementing double opt in as a general practice. Hope this helps!
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  • Profile picture of the author Oliver Williams
    I have heard about people using single opt in losing their lists because of too many complaints. If you use single opt in then anyone can enter any email address even if it is not their own which can lead to spam complaints. This is not so much of an issue with small lists but with larger ones it becomes a bit of a gamble.
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  • Profile picture of the author peewhy
    Single optin, double optin ...if you flood inboxes with emails, you will get complaints, I've got one guy who despite me constantly optin out, still sends me his junk via other channels.

    Most small businesses care about their customers and respect their privacy, sending them relevant emails that they thing will appreciate. It's the idiots who have no respect for anyone that forces optin rules and regs...but still get around them
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  • Profile picture of the author Aswad
    Never ending Argument. I do believe double Opt-in is the best way to avoid trouble.

    You can use single Opt-in for the traffic source you trust. EXP. Solo Ads

    Stick to one definition of what double opt-in does. If you believe Double Opt-in can save you from Spam Act, than use it for unknown traffic source.

    There are lot of definition marketer use for single and double opt-in. Stick with one.
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  • Profile picture of the author DonMarketer
    As far as I know, double or single opt in has no bearing on deliverability. Spam triggers work indpendent from autoresponder providers.

    I prefer double optin because it can work as an insurance against spam complaints. If you get too many spam complains your autoresponder provider will probably investigate. Having adouble optin may give you a leg to stand on...

    But in the ennd it's a matter of choice and we also need to consider what works best with our sales funnel.


    Originally Posted by pinkmaddy View Post

    I understand the basis of it, so that the end recipient verifies that they do want to receive emails from you - increased deliverability , but is it really necessary? There seems to be different opinions on it these days (I understand that even Infusionsoft's new platform launching this month is not offering a double opt in feature - yet).

    One of my pressing questions about this issue is, are the chances of emails that contain trigger words for spam filters such as "money" and "free" more likely to be delivered if the recipient double opts in?

    What exactly does the double opt in promise?
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  • Profile picture of the author mikefrommaine
    I use a single-optin with my list because I am very careful with what I send them. I never spam them with offers and I only send them things that they will be interested in. You must take care of your list or they won't take care of you.
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  • Profile picture of the author Eduard Stinga
    Double opt-in for me, it's just more ethical (and a lot of other reasons too, but that alone is enough in today's Internet world)
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  • Profile picture of the author JackieGold
    Most affiliate agreements require you to be CAN-SPAM compliant if you send emails.
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    • Profile picture of the author pro31lady
      I don't currently have a list so I am not speaking from experience as a list owner, but as someone who signs up for various lists.

      I think whether it is single or double opt in, it is important to make sure that your subscriber connects your email to the list they signed up for. I've gotten on some people's lists where I am not sure where I signed up for it - the name of the sender is not the website I signed up with - but a personal name and they don't connect it in the email. So something like - Hi, this is Mike and you just signed up for my list at mywebsite dot com really helps.

      Another thing is to keep that in your emails somewhere - even if at the bottom. I've gotten emails from some people that only email occasionally and I forget who they are. With Aweber you can go and see what list you are on, but some service providers you can't - and then I start unsubscribing simply because I don't know who they are anymore.
      Just my 2 cents...
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  • Profile picture of the author Muhsin Aziz
    I woudn't worry about this too much if I were you.
    Single opt in is good enough.
    But then again, it depends on ur niche and sales funnel.

    What I learned was that by using single opt in, it increases
    the exposure of your sales page, provided that you lead them to
    a sales page as part of your sales funnel.
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  • Profile picture of the author WinstonTian
    I personally use single opt-in, because the more
    actions a subscriber requires to get to where
    you want to get them...

    ...The more the probability of making a sale
    eventually drops.

    Besides, most autoresponder services, like
    Aweber, have backup "protection" methods.

    If an email address is featured as spammy, the
    double opt-in is activated automatically for that
    email address.

    Go for single opt-in!

    Winston Tian
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  • Profile picture of the author equanto
    There are several reasons why double opt-in is necessary, but a few key reasons I believe make it mandatory. The double opt-in confirms that the person who entered their email address actually wants to subscribe to the list. If this extra confirmation is not present (single opt-in) then any person could enter any email address to sign-up any other person.
    Imagine if you upset someone and they decided to get revenge on you by entering your email address into hundreds of pornographic email newsletters. You would be forced to abandon that email account (unless you really really like porn) if these lists were single opt-in.
    From the email list owner’s perspective it’s important that only people who genuinely want to be on your list are signed up. If you use a single-opt on method and, like the example I gave above, someone entered hundreds of email addresses of people who did not want to subscribe to your list, you would end up with a very poor quality list. Those “spam” subscribers wouldn’t respond to what you were offering since they are not your target market.
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  • Profile picture of the author Vikram73
    Hmm...not very scientific and anecdotal but I have lists in different niches. What I see is that single opt-in gets me more leads and if I employ good copy writing I get good opens and click through rates.

    Some people are just lazy or overwhelmed with their inboxes and forget to opt-in. Or, they opt-in and check their mail later and think "What was this for again?".

    Point is to get access to their inbox. Once you're in you are IN. Even the lazy and unmotivated hanger ons can eventually be persuaded to buy something.

    Build the relationship, earn their trust and then sell them something.

    Anyone can be persuaded to buy something in your niche. Even cheaply priced products.

    I don't do double opt-in anymore.
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